{"id":10559,"date":"2023-10-04T04:34:25","date_gmt":"2023-10-04T04:34:25","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/maybelline-new-york-debuts-virtual-beauty-music-experience-on-roblox\/"},"modified":"2023-10-04T04:34:25","modified_gmt":"2023-10-04T04:34:25","slug":"maybelline-new-york-debuts-virtual-beauty-music-experience-on-roblox","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/maybelline-new-york-debuts-virtual-beauty-music-experience-on-roblox\/","title":{"rendered":"Maybelline New York debuts virtual beauty, music experience on Roblox"},"content":{"rendered":"<p> <p><a href=\"https:\/\/dmsretail.com\/online-workshops-list\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-496\" src=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png\" alt=\"Retail Online Training\" width=\"729\" height=\"91\" srcset=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png 729w, https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90-300x37.png 300w\" sizes=\"auto, (max-width: 729px) 100vw, 729px\" \/><\/a><\/p><br \/>\n<\/p>\n<div>\n<div class=\"text-to-speech\">\n    <button class=\"text-to-speech__button button\"><br \/>\n            <img decoding=\"async\" class=\"text-to-speech__button__icon\" src=\"https:\/\/www.retaildive.com\/static\/images\/audio_icon.svg?482016190122\" alt=\"\"\/><br \/>\n            Listen to the article<br \/>\n            <span class=\"text-to-speech__button__audio-length\">3 min<\/span><br \/>\n    <\/button><\/p>\n<div class=\"text-to-speech__controls\">\n        <audio controls=\"\" class=\"js-text-to-speech\" preload=\"none\"><source src=\"http:\/\/res.cloudinary.com\/dmgi9movl\/video\/upload\/q_1\/v1696358054\/news\/text_to_speech\/maybelline-new-york-debuts-virtual-beauty-roblox_vsdtaw.wav\" type=\"audio\/mp3\"><\/source><\/audio><\/p>\n<div class=\"text-to-speech__controls__text\">\n            This audio is auto-generated. Please let us know if you have feedback.\n        <\/div>\n<\/p><\/div>\n<\/div>\n<h3>Dive Brief:<\/h3>\n<ul>\n<li><span><span><span><span><span><span>Adding another gaming element to its outreach approach, Maybelline New York has launched a virtual experience in Roblox and the corresponding \u201cMakeup Your Mix\u201d campaign, <\/span><\/span><\/span><\/span><\/span><\/span><span><span><span><span><span><span><span><span>the company announced Thursday<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><span><span><span><span><span><span>.\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span><span>The experience features mini games, virtual makeup looks, exclusive music, a lounge and a graffiti room. The virtual space features Maybelline products, including mascara, lipstick and eye shadow.<\/span><\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span><span>The beauty brand partnered with Splash to create the campaign and with virtual DJ Kai to release her song \u201cFantasy.\u201d To celebrate the single release, the brand let players remix the song until Sept. 28 and attend Kai\u2019s listening party, per the press release. <\/span><\/span><\/span><\/span><\/span><\/span><\/li>\n<\/ul>\n<h3>Dive Insight:<\/h3>\n<p><span><span><span><span><span><span>Alongside its Roblox venture, Maybelline has been integrating gaming and digital avatars into its marketing strategy. Last year, the beauty brand collaborated with Zynga, a video game development company, to <\/span><\/span><\/span><\/span><\/span><\/span><span><span><span><span><span><span><span><span>create an in-game playable ad<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><span><span><span><span><span><span>. In February, the retailer <\/span><\/span><\/span><\/span><\/span><\/span><span><span><span><span><span><span><span><span>debuted its first digital avatar<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><span><span><span><span><span><span>, May, to promote its Falsies Surreal Extension Mascara.\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Like Maybelline, other veteran beauty brands are <\/span><\/span><\/span><\/span><\/span><\/span><span><span><span><span><span><span><span><span>trying to appeal to Gen Z consumers<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><span><span><span><span><span><span>. A recent Pipler Sandler survey found that less than a quarter (22%) of teenage respondents named E.l.f. Cosmetics as their favorite brand. Only 7% said the same for L\u2019Oreal\u2019s Maybelline New York.\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Maybelline\u2019s new Roblox space is a nod to Roblox\u2019s music community. Within the space, players can use the brand\u2019s products to paint graffiti, according to the announcement.\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>\u201cOur partnership with Splash on Roblox allows us to seamlessly integrate our products into an interactive world. 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,\u201d Emily Arkells, vice president of digital for Maybelline New York, said in a statement. \u201cThis collaboration perfectly aligns with Maybelline New York\u2019s core values of self-expression, play, and empowerment, making self-expression accessible to all, wherever they engage with our brand.\u201d<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Meanwhile, other brands and retailers are turning to the platform to reach consumers. Vans and Gucci <\/span><\/span><\/span><\/span><\/span><\/span><span><span><span><span><span><span><span><span>partnered on a scavenger hunt game<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><span><span><span><span><span><span>\u00a0between their two worlds on Roblox earlier this year. In late September, Walmart introduced <span><span>another Roblox experience, Walmart Discovered<\/span><\/span>. <\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<\/p><\/div>\n<p><p><a href=\"https:\/\/dmsretail.com\/online-workshops-list\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-496\" src=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png\" alt=\"Retail Online Training\" width=\"729\" height=\"91\" srcset=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png 729w, https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90-300x37.png 300w\" sizes=\"auto, (max-width: 729px) 100vw, 729px\" \/><\/a><\/p><br \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Listen to the article 3 min This audio is auto-generated. Please let us know if you have feedback. Dive Brief: Adding another gaming element to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10560,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-10559","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"_links":{"self":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts\/10559","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/comments?post=10559"}],"version-history":[{"count":0,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts\/10559\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/media\/10560"}],"wp:attachment":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/media?parent=10559"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/categories?post=10559"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/tags?post=10559"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}