Maybelline NY and Lazada join hands to launch new gaming experience this Singles' Day

Cosmetics brand Maybelline New York has teamed up with eCommerce platform Lazada to launch a gaming experience that aims to redefine the way Zillenials experience beauty on the 11.11 sale, one of the biggest shopping festivals of the year.

Also known as “Maybelline Chromaverse”, the gaming experience is a 360-brand campaign inspired by savvy, trend-seeking Zillenials who thrive on blurring the boundaries between the digital and real worlds. It aims to satisfy Zillenials’ creativity, who love to live diverse experiences with products, colours and styles both in the real world and virtual world.

The gaming experience features three “chromafied” NYC neighbourhoods, namely the Lash Sensational Sky High Mascara, Fit Me Fresh Tint, SuperStay Matte & Vinyl Ink. Each of them features a game with Maybelline’s signature products. 

“As gamification continues to bridge the gap between physical and digital spaces, the Maybelline Chromaverse campaign revolutionizes how Zillenials interact with Maybelline and our award winning products by introducing AR gamification on Lazada, offering a fresh and immersive experience," said Andrew Tay, regional online brand manager Maybelline SAPMENA. 

Within the "Lash Sensational Sky High Mascara" neighbourhood is a game called "Sky High Building Run", where players will need to  sprint through skyscrapers and collect as many coins as possible.

As part of the "Fit Me Fresh Tint" area, the "Vitamin C Dash" game will require players to gather as many oranges as they can from falling on the ground by tapping them.

Last but not least, in SuperStay Matte & Vinyl Ink's "Super Stay Lip Color Race" game, players will have to apply as many shades of Maybelline's SuperStay Matte Ink and Vinyl Ink as quickly as possible. Upon completion of the three games, players can redeem a voucher to use in real life.

The three interactive games will be available on the Maybelline Flagship Store on the Lazada app in Indonesia, Malaysia, Philippines, Thailand, and Vietnam. It will run through until November 11, 2023. 

Maybelline Chromaverse is being advertised through digital media, in-app ads, and engaged KOLs. L’Oreal’s DMI in New York have also been activated and is supported by Craft Worldwide and Threedium. 

Don’t miss: Introducing Maybelline New York's first-ever avatar May

In fact, this is not the first time Maybelline has entered the digital world. Back in March, Maybelline New York upped its advertising game with the introduction of its first-ever avatar, May. May was introduced in a global campaign by the brand as it expanded its best-selling mascara portfolio to include its 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.

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

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