Maybelline New York, one of the world’s leading cosmetics brands, has taken a bold step in the advertising world by introducing its first-ever avatar, May. May has been introduced as part of a global campaign to promote the brand’s best-selling mascara portfolio, which now includes the new Falsies Surreal Extensions Mascara.
The introduction of May is part of Maybelline’s attempt to merge the real and the virtual, with the goal of creating a more engaging and interactive experience for its customers. The virtual ambassador, May, will be used to release virtual products and services, metaverse-related activations, and campaigns related to its iconic, high-performance makeup franchises.
Introducing May
Introducing May is a strategic move for Maybelline, as the metaverse continues to be the new frontier for social interaction. The brand has partnered with the cross-game avatar platform, Ready Player Me, to provide users with five free, expert-created make-up looks that can be applied to their avatars in seconds.
May’s role as a virtual ambassador
May’s role as a virtual ambassador will be critical in promoting the brand’s surreal lash extension look and next-gen technology. May brings a fun and unexpected way to showcase the product’s features, making it easier for consumers to understand the unique selling points.
Maybelline’s SVP of global brand experience, Shivani Shah, said, “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.”
Maybelline is not the first cosmetics brand to introduce a virtual ambassador. Shiseido, for example, rolled out SHI to represent all of its beauty brands in conjunction with its 150th anniversary. SHI shares travel, lifestyle, and beauty content through social platforms such as Instagram and Spotify, with a focus on educating consumers on sustainable and ethical beauty.
Also read: Pokémon Sleep: A New Wellness Trend In Sleep-Related Apps
Maybelline New York’s introduction of its first-ever virtual ambassador, May, is a strategic move that is aimed at creating a more engaging and interactive experience for its customers. With May’s help, the brand can showcase its new Falsies Surreal Extensions Mascara in a fun and unexpected way, making it easier for consumers to understand its unique selling points. As the metaverse continues to be the new frontier for social interaction, Maybelline’s partnership with Ready Player Me will enable users to apply expert-created make-up looks to their avatars in seconds, further blurring the line between the real and the virtual.
