Maybelline New York Launches Falsies Surreal Extensions Mascara Featuring First-Ever Avatar

Maybelline New York is expanding its best-selling mascara portfolio to launch its new Falsies Surreal Extensions Mascara. Maybelline's first-ever avatar May will help launch the product. She 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 contains a hybrid long- and short-fiber technology and extended helix brush with long twisted bristles that work to extend every single lash for extreme volume and up to 36% visibly longer lashes. 

As the metaverse continues to be the new frontier for social interaction, May is just the next step on Maybelline's journey to explore the virtual world. Last year, Maybelline partnered with Ready Player Me, the leading cross-game avatar platform for the metaverse to provide five free, expert-created make up looks that can be applied to an avatar in seconds.

 

“When a mascara delivers a transformation as surreal as this, it takes something just as surreal to introduce it,” said Shivani Shah, senior vice president of global brand experience at Maybelline New York. “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,” 

 

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.