Maybelline using a virtual avatar

 

Maybelline New York is using the digital avatar, May, for a new marketing campaign promoting its Falsies Surreal Extensions Mascara.  The campaign will also feature Gigi Hadid, the brand's global ambassador.  Maybelline New York is a L'Oreal brand known for its innovative marketing. It decided to use a digital avatar due to consumers' growing interest in virtual influencers.  Research shows that 58% of consumers follow at least one virtual influencer on their social media and that 35% have purchased a good or service from a virtual influencer.  Hadid's participation in the campaign will include both real-world and virtual aspects.  Maybelline has already announced that May will be used in future marketing campaigns and could be tied to the company's virtual products, services, and metaverse integrations.