Maybelline New York enters Roblox’s virtual world via makeup, music adventure
Maybelline New York is now part of Roblox’s virtual world.
Through a partnership with Splash, the beauty brand is launching a 360-brand campaign targeting makeup enthusiasts and the music community within Roblox.
Within the virtual world, Maybelline will offer virtual beauty looks, mini games and exclusive music to create an experience that promotes self-expression, one of the brand’s core values.
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“As the leading makeup brand in the digital space, Maybelline is committed to providing consumers with new and exciting experiences that promote self-expression. Our partnership with Splash on Roblox allows us to seamlessly integrate our products into an interactive world,” said Emily Arkells, vice president of digital for Maybelline New York. “With a diverse range of virtual makeup looks created by talented makeup and 3D artists, users can now experiment with different styles and expressions within the virtual world of Roblox through the music game Splash. This collaboration perfectly aligns with Maybelline New York’s core values of self-expression, play, and empowerment, making self-expression accessible to all, wherever they engage with our brand.”
In addition, with its Makeup Your Mix campaign, Maybelline is inviting Roblox users to immerse themselves in virtual spaces that offer users the opportunity to experiment with a wide range of the brand’s products virtually.
“The team all brought their A-game to the table for this activation. I am really proud of what we’ve accomplished together, and our community absolutely loves it! Splash players, who are creative young people, are highly engaged, and we would love to work with more brands trying to reach this audience, not just on Roblox but across our other products as well,” said Richard Slatter, head of partnerships at Splash.
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Lastly, Maybelline New York also shared that it has partnered with virtual DJ Kai to release her latest track, “Fantasy,” and also take part in a listening party.