Maybelline New York Leverages AI for New Mascara

Maybelline New York is creating an AI Avatar to market its new Falsies Surreal Extensions Mascara. May — Maybelline’s Avatar Model — is the brand’s first attempt to merge the real and virtual worlds to market its products. 

To create the avatar and virtual makeup offerings, Maybelline partnered with Ready Player Me, a leading cross-game avatar platform. Within the metaverse, users will be able to apply the makeup looks to their own avatars. 

"When a mascara delivers a transformation as surreal as this, it takes something just as surreal to introduce it. That's where May comes in. We're thrilled to grow our Falsies portfolio with the help of our first avatar, who brings to life the product's surreal lash extension look and next-gen technology in a fun and unexpected way," says Shivani Shah, SVP of Global Brand Experience at Maybelline New York. 

Maybelline plans to continue using the May Avatar to release virtual products and services, metaverse-related activations, and makeup campaigns. 


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