Maybelline makes eyes at casual gamers with Zynga partnership to promote mascara

Maybelline makes eyes at casual gamers with Zynga partnership to promote mascara

THE WHAT? Maybelline has become the first beauty brand to partner with gaming platform Zynga, according to a report published by Glossy. The L’Oréal-owned make-up brand is hoping to reach ‘hyper casual’ gamers with a game titled Maybelline Mascara Merge, which will be available across Zynga’s games.  

THE DETAILS The campaign is said to be a combination of a shoppable ad and mobile gaming with a mini game and link to an Ulta Beauty landing page. The content is aimed squarely at a Gen Z audience.

THE WHY? While several beauty brands have announced e-sports sponsorship deals and gaming partnerships, Maybelline is the first to admit that die-hard gamers are a niche. However, more than 80 percent of millennials and Gen Z are playing games. Tina Liu, Director of Marketing for Maybelline New York, told Glossy, “We’re trying to delve into gaming in this wat that is a lot more approachable than some of the ways other brands have done it… How are we going to approach it as a mass brand? We thought of hyper-casual gaming as an easy entry into the space.”

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