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.”