Maybelline New York
Client Challenge
Maybelline New York wanted to introduce Sunkisser Blush to a new generation of beauty consumers, but how could the brand turn product education and shade discovery into an experience players would actively enjoy?
Campaign Objective
Drive Product Discovery: Introduce Gen Z and Gen Alpha players to Sunkisser Blush and its range of shades through an immersive Roblox experience. Encourage Virtual Product Trial: Allow players to explore and try different blush shades on their avatars, transforming traditional product sampling into interactive gameplay. Build Brand Connection: Position Maybelline as an innovative and culturally relevant beauty brand by integrating the product naturally into a popular Roblox roleplay experience.
Execution
Maybelline partnered with Pears.gg to bring Sunkisser Blush into Paradise RP, turning beauty discovery into an interactive and social experience. They created a Maybelline takeover featuring product-focused content throughout the game: Branded Beauty Destination: A dedicated Sunkisser Blush environment showcased the full shade range and gave players a visually immersive space to discover the product. Virtual Try-On: Players could apply different Sunkisser Blush shades to their avatars, allowing them to experiment with the collection and express their personal style. Interactive Gameplay: A branded blending minigame introduced players to the product in a fun and memorable way, combining beauty education with hands-on participation. The activation demonstrated how immersive environments can transform product education and virtual trial into meaningful beauty discovery at scale.
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