Maybelline New York introduces first-ever avatar for new mascara launch

Maybelline New York introduces its first-ever avatar, May, as part of its global campaign to promote its new Falsies Surreal Extensions Mascara. The cosmetics brand aims to merge the real and virtual worlds by partnering with its global ambassador, Gigi Hadid, and using May to introduce the product’s next-gen technology in a fun and unexpected way.

May will serve as a virtual ambassador for Maybelline, participating in the release of virtual products and services, metaverse-related activations, and campaigns for its makeup franchises. Maybelline’s move towards the virtual world is in line with the metaverse’s growing popularity, as demonstrated by its partnership with the cross-game avatar platform, Ready Player Me, to provide five free makeup looks in seconds. Maybelline’s foray into virtual brand ambassadors follows Shiseido’s introduction of SHI, a virtual ambassador that shares content on travel, lifestyle, beauty, sustainability, and ethics via social platforms like Instagram and Spotify.