Maybelline unveils first-ever avatar for new cosmetics launch
Maybelline New York has created its first-ever avatar for the launch of its new Falsies Surreal Extensions Mascara.
The avatar, called May, features alongside global ambassador Gigi Hadid in an upcoming campaign that "merges the real and the virtual worlds".
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Shivani Shah, SVP of Global Brand Experience at Maybelline New York, 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."
Beyond the mascara launch, the avatar will play a role in the release of virtual products and services, metaverse-related activations, and campaigns for high-performance makeup franchises.
The avatar marks the next step in the brand's journey to explore the virtual world. Last year, L’Oréal Group launched its first-ever multi-brand beauty partnership with Ready Player Me, a cross-game avatar platform for the metaverse.
The partnership saw Maybelline and L’Oréal Professionnel launch exclusive makeup and hair styles for avatar creation on Ready Player Me, which can be used on over 4,000 platforms and apps worldwide.
