Leveraging a partnership with Splash, Maybelline New York has entered the virtual landscape of Roblox to engage a new audience of makeup fans. The 360-brand promotion embraces the thriving music community within the Roblox world and seeks to create an immersive experience promoting a core value of the brand: self-expression.
Through virtual makeup looks, mini-games, and music, the brand draws Roblox users into the Maybelline New York lounge and Graffiti Room. There, makeup users can experiment with exciting new looks and “try” a broad range of Maybelline products. The campaign, “Makeup Your Mix,” offers six different makeup looks, allowing users to show off their bold and edgier sides, or go for a more natural look. The virtual platform seeks to inspire.
“Maybelline is committed to providing consumers with new and exciting experiences that promote self-expression,” says Emily Arkells, Vice President of Digital for Maybelline New York. “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.”
Additionally, through gamification and branded activations, platform users can win and collect a variety of Maybelline merchandise and clothing.
Take a peek at the Maybelline-Splash-Roblox experience here: https://youtu.be/3tiFH9DUYPc?si=IUIoA9Pk6S2q-Yld
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