Maybelline New York has taken a bold step into the digital realm of Roblox, captivating an entirely new audience of makeup enthusiasts. Through a strategic partnership with Splash, the brand has launched a comprehensive 360-degree campaign tailored specifically for the vibrant music community thriving within the Roblox universe.
In this virtual landscape, Maybelline offers a plethora of virtual makeup looks, engaging mini-games, and exclusive music, crafting an immersive experience that celebrates self-expression, a fundamental value of Maybelline New York.
The heart of Maybelline’s initiative, the “Makeup Your Mix” campaign, extends a warm invitation to Roblox users, encouraging them to dive into captivating experiences within the Maybelline New York lounge and the Graffiti Room. These virtual spaces serve as dynamic canvases for users to unleash their creativity, experimenting with a diverse range of Maybelline products. For instance, users can utilize Vinyl Ink and Falsies Surreal Mascara to create digital graffiti masterpieces. The campaign introduces six distinct makeup looks, featuring beloved Maybelline franchises like SuperStay Vinyl Ink Lip and SuperStay Matte Ink Lip, alongside innovative newcomers such as Falsies Surreal Mascara and Color Tattoo Eye Stix. Whether users are seeking a bold and edgy aesthetic or a subtle and natural style, our virtual platform provides a myriad of options and inspiration for all.
Emily Arkells, Maybelline New York’s Vice President of Digital, expresses, “As the leading makeup brand in the digital space, Maybelline is committed to providing consumers with new and exciting experiences that promote self-expression. Our partnership with Splash on Roblox allows us to seamlessly integrate our products into an interactive world. With a diverse range of virtual makeup looks created by talented makeup and 3D artists, users can now experiment with different styles and expressions within the virtual world of Roblox through the music game Splash. This collaboration perfectly aligns with Maybelline New York’s core values of self-expression, play, and empowerment, making self-expression accessible to all, wherever they engage with our brand.”
Richard Slatter, Head of Partnerships at Splash, articulates his pride in the collaborative effort among Maybelline, Super League Enterprises, United Talent Agency, Roblox, and Splash for this activation. “The team all brought their A-game to the table for this activation. I am really proud of what we’ve accomplished together, and our community absolutely loves it! Splash players, who are creative young people, are highly engaged, and we would love to work with more brands trying to reach this audience, not just on Roblox but across our other products as well.”
Maybelline acknowledges the influential role of music as a canvas for personal creativity and self-expression. In alignment with this philosophy, the brand has joined forces with virtual DJ Kai to unveil her latest track, “Fantasy.” Until September 28th, users are invited to remix the song and partake in Kai’s exclusive listening party. Through engaging gamification and branded activations, participants have the chance to win and collect an array of Maybelline merchandise and clothing.
This dynamic campaign opens the gateway for users to immerse themselves in the virtual universe of Maybelline’s Makeup Your Mix on Roblox, where the bounds of creativity are boundless.
This article was sourced from a media release sent by PR Newswire.