Maybelline is presenting its first-ever digital avatar for the launch of the Falsies Surreal Extensions Mascara.
While presenting an expansion of its product portfolio with a new mascara, the cosmetics brand enlisted the help of supermodel Gigi Hadid and May, its first digital avatar.
The campaign image presents a bleach blonde female character, styled in a pink two-piece and black PVC puff jacket, reaching towards audiences with the new Maybelline mascara in her hand.
Virtual avatars are become an increasingly popular component of advertisers’ strategies, although the realm is still being explored. According to The Influencer Marketing Factory, 58% of people follow at least one virtual influencer and 35% have purchased something promoted by one.
Virtual influencers are also often more affordable for companies than collaborations with real-life influencers.
"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," stated Shivani Shah, SVP of Global Brand Experience at Maybelline New York in an official statement.
May’s role at Maybelline will not stop with the promotion of the Falsies Surreal Extensions Mascara. The digital avatar will also be a part of future efforts, such as campaigns for other brands under the L’Oréal umbrella.
Just last year, Maybelline partnered with the platform Ready Player Me for activation in the metaverse, which allowed users to create makeup looks for their virtual avatars and with video game developer Zynga for the launch of a playable ad titled “Maybelline Mascara Merge.”