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Maybelline New York Launches Virtual Loft

The immersive 3D virtual experience enables consumers to explore and learn more about the color cosmetics brand.


By: Tom Branna

Maybelline New York Launches Virtual Loft

Maybelline New York's new Maybelline Virtual Loft, is a new immersive 3D virtual experience where consumers can play, explore and learn more about the L'Oréal brand.

To create the custom loft, Maybelline New York partnered with Obsess, an experiential e-commerce platform that creates immersive, discovery-driven virtual stores.

“The loft is truly Maybelline New York at its core, it gives a Soho loft environment, touches on core category pillars and includes an educational video on the brand’s history,” said Maybelline New York VP of Consumer Activation, Danielle Rose.

Within the virtual loft, consumers can enter different makeup-themed rooms including a Shade Studio to virtually try-on various lipsticks, a Gym to discover Maybelline’s New York-Proof Longwear makeup and the Main Room that features various different stations to discover hero Maybelline products.

Timely with the season, the loft includes a Halloween Terrace where you can virtually try on Maybelline’s candy-inspired Halloween makeup looks, watch Halloween makeup video tutorials and play the Halloween Scavenger Hunt Game for a chance to win a $500 Walmart Gift Card.

“Halloween is such a strong tentpole for the makeup category and this was the perfect opportunity for Maybelline to ‘enter into the game in a big way.’ Not only did we have the right digital activation component, but also such great product innovation to help bring that vision to life this year. The loft is the brand’s first time experimenting within the virtual space- it was important to create something new where we can reach both new and existing consumers,” Rose added.

In addition to the loft, the brand is leaning into Halloween with retailer support, social partnerships, new launches, co-collaboration with Garnier on Snapchat filters and more.

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