Maybelline New York, a subsidiary of L’Oréal, follows in the footsteps of the group’s other brands by launching a virtual reality activation.
The brand wants to emphasize the “surreal” effect its new mascara recreates on eyelashes by incorporating a virtual reality element into its upcoming campaign.
May, Maybelline’s first avatar, will, in fact, appear alongside Maybelline global ambassador Gigi Hadid in the next campaign that merges the real and virtual worlds.
From now on, May will lead the release of virtual products and services, as well as activations and campaigns tied to the metaverse.
This is not the first time the American cosmetics company has joined Web3. Maybelline collaborated with Ready Player Me in November, together with L’Oréal, to release a collection of gaming-inspired hair and cosmetics styles for avatars.
L’Oréal has also long been interested in Web3; in January, the French personal care company invested in Digital Village, a metaverse-as-a-service platform, with the goal of enhancing beauty in the metaverse.
In addition, in October, L’Oréal partnered with Meta and HEC Paris to develop a startup accelerator to foster innovation in the metaverse.
