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Maybelline enlists its first-ever digital avatar for mascara launch

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Summary

Maybelline New York has enlisted their first-ever digital avatar, May, for their new Falsies Surreal Extensions Mascara campaign. This follows a growing trend of virtual influencers and other innovative marketing efforts by Maybelline, such as a metaverse activation with cross-game avatar platform Ready Player Me, and an in-game playable ad with Zynga. The move allows the brand to have more control in a space that is often unpredictable, with some influencer partnerships taking a negative turn due to controversy.

Q&As

What is the name of Maybelline's first digital avatar?
The name of Maybelline's first digital avatar is May.

What is the name of Maybelline's new mascara launch?
The name of Maybelline's new mascara launch is Falsies Surreal Extensions Mascara.

What is the tie-in with model and global ambassador Gigi Hadid?
The tie-in with model and global ambassador Gigi Hadid is that she will be included in the campaign surrounding the launch of the new mascara.

What other innovative marketing efforts has Maybelline recently undertaken?
Maybelline has recently undertaken a metaverse activation with cross-game avatar platform Ready Player Me, and an in-game playable ad called "Maybelline Mascara Merge".

What unique challenges do virtual influencers pose to marketers?
Virtual influencers pose unique challenges to marketers such as lack of the human element that many consumers desire from brand ambassadors, and the unpredictability of some influencer partnerships due to controversy.

AI Comments

👍 Maybelline's innovative marketing strategies are really impressive, from partnering with cross-game avatar platform Ready Player Me for a metaverse activation to launching an in-game playable ad. They are certainly pushing the boundaries with their creativity and embracing the digital world of influencers.

👎 The reliance on virtual influencers is concerning as they have proven to be unpredictable and lack the human element that many consumers desire from brand ambassadors. The recent LashGate controversy with L'Oreal has demonstrated the risk of such partnerships.

AI Discussion

Me: It's about Maybelline enlisting its first-ever digital avatar for their mascara launch. It's a move that follows a growing interest in virtual influencers by both advertisers and consumers.

Friend: Wow, that's pretty interesting. What do you think this means for the future of marketing?

Me: Well, it shows that virtual influencers are becoming a more cost-effective alternative for advertisers. It also gives brands more control over their campaigns and allows them to avoid any potential negative influence from a human influencer. I think this is going to be a trend that we'll see more of in the future as virtual reality and the metaverse become more popular.

Action items

Research other brands that have used virtual influencers and analyze their successes and failures.
Develop a strategy for using a digital avatar to promote Maybelline’s products and services.
Create a plan for how to best leverage the avatar to engage with Gen Z and millennial consumers.

Technical terms

Metaverse: A virtual world or universe, typically one that is accessible through the internet.
Virtual Influencers: Computer-generated characters that act as influencers on social media.
Tie-up: A collaboration or partnership between two or more entities.
Activations: A marketing campaign or event designed to promote a product or service.
Controversy: A public dispute or debate over an issue.
Influencer: A person who has the power to influence the buying decisions of others through their promotion, endorsement, or product reviews.
Brand Ambassador: A person who represents a brand in a positive light and helps to increase brand awareness and loyalty.
Metaverse Activation: A marketing campaign or event designed to promote a product or service in a virtual world or universe.
In-Game Playable Ad: An advertisement that is integrated into a video game and can be interacted with by the player.