Maybelline NY goes big in VR with K-pop band to celebrate Double 11

Maybelline New York has gone big to celebrate China's eCommerce event Double 11 by combining virtual reality in a gamified experience with rising K-pop band Itzy.

Partnering with ad agency gotham, which is part of the McCann Worldgroup network with extensive expertise in beauty and fashion brands, Maybelline aims to reach the fashion forward trend seekers who use 11.11 to search for the best products and drive awareness to China’s eCommerce event.  

Commencing on 11 November, Maybelline New York worked with notable director, Rigend, on the campaign to create a world where next-generation innovation meets Maybelline makeup. Venturing into the virtual, the campaign turns the Maybelline product into an experience, going beyond functionality and creating an interactive world consumers can immerse themselves in.

In terms of mediums of promotion, the campaign will run on social and digital across Chinese eCommerce platform T-mall as well as on Maybelline’s own platforms.

MARKETING-INTERACTIVE has reached out to Maybelline for further information.

Back in September 2022, Maybelline partnered with eCommerce enabler and TikTok Shop partner, Momentum Commerce to launch on TikTok Shop with daily live shopping hosted on the platform. Its marketing director Julian Tan explained that TikTok had become an essential instrument in the marketing toolbox to keep the brand top-of-mind and close to customers' hearts. 

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