For the launch of their brand new mascara, Maybelline New York has created their first-ever avatar, named May, who is featured alongside Maybelline global ambassador Gigi Hadid in the upcoming campaign that merges the real and the virtual worlds.
With up to 24-hour wear, the Falsies Surreal Extensions Mascara delivers a visible lash transformation. The hybrid long and short fiber technology and extended helix brush with long twisted bristles work to extend every single lash for extreme volume and up to 36% visibly longer lashes. It will have people asking, "are your lashes real?!"
Maybelline said the creation of May is just the next step on the brand’s journey to explore the virtual world, as “the metaverse continues to be the new frontier for social interaction.”
Last year, Maybelline partnered with Ready Player Me, the leading cross-game avatar platform for the metaverse to provide five free, expert-created makeup looks that can be applied to your avatar in seconds.
"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," said Shivani Shah, SVP of Global Brand Experience at Maybelline New York.
Beyond Falsies Surreal Extensions Mascara, May will play a role in the release of virtual products and services, metaverse-related activations, and campaigns of iconic, high-performance makeup franchises.