In a bid to connect with the younger, digitally driven audience, beauty brand Maybelline is venturing into the Roblox platform with a campaign that seamlessly merges makeup and music. This new “Makeup Your Mix” experience allows users to indulge in interactive makeup exploration while enjoying exclusive tunes. It’s a strategic blend, especially since a vast portion of Roblox users belong to the younger demographic Maybelline aims to reach.
The immersive experience on Roblox showcases six signature Maybelline makeup looks, spotlighting popular products such as SuperStay Vinyl Ink Lip, Falsies Surreal Mascara, and the Color Tattoo Eye Stix. On the musical front, the beauty giant joined forces with DJ Kai, introducing her new track, “Fantasy.” Users had the opportunity to attend a listening party and even remix the track up until September 28.
Moreover, the experience promises users the thrill of winning and collecting unique Maybelline-themed merchandise. Maybelline’s partnership encompassed multiple entities, including Splash, Super League Enterprises, United Talent Agency, and of course, Roblox itself.
Emphasizing the essence of this innovative venture, Emily Arkells, the Vice President of Digital for Maybelline New York, remarked, “This collaboration embodies Maybelline New York’s core ethos centered around empowerment, play, and self-expression, ensuring that our brand remains relatable everywhere.”
Maybelline’s forward-thinking approach of intertwining music with makeup on a platform like Roblox highlights the limitless potential of digital spaces. For marketers, this signifies the importance of leveraging emerging platforms to craft memorable brand experiences, especially when targeting younger audiences.