Introducing Maybelline New York's first-ever avatar May

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Cosmetics brand, Maybelline New York is upping its advertising game with the introduction of its first-ever avatar, May. May was introduced in a global campaign by the brand as it expands its best-selling mascara portfolio to include its new Falsies Surreal Extensions Mascara.

The campaign with May was launched alongside Maybelline's global ambassador Gigi Hadid in an attempt by the brand to merge the real and the virtual.

"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," said Shivani Shah, SVP of global brand experience at Maybelline New York.

As a virtual ambassador, May will play a role in the release of virtual products and services, metaverse-related activations, and campaigns related to its iconic, high-performance makeup franchises, the release said.

Don't miss: Why Shiseido created its virtual ambassador SHI

As the metaverse continues to be the new frontier for social interaction, May is just the next step on Maybelline's journey to explore the virtual world. In 2022, Maybelline partnered with the cross-game avatar platform, Ready Player Me, for the metaverse to provide five free, expert-created make up looks that can be applied to the user’s avatar in seconds.

MARKETING-INTERACTIVE has reached out to Maybelline New York for more information.

Maybelline is also not the first to introduce a virtual brand ambassador. In conjunction with Shiseido's 150th anniversary, the beauty brand rolled out SHI to represent all of its beauty brands.

SHI shares travel, lifestyle, and beauty content through social platforms such as Instagram and Spotify. This includes content about Shiseido’s heritage and mission, the key themes of the 150th Anniversary campaign, as well as educating consumers on sustainable and ethical beauty.

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