Maybelline New York Takes Metaverse, The biggest cosmetics brand in the world, Maybelline New York, is betting on the metaverse.
Maybelline New York sponsored the virtual world’s digital fashion competition, which was held on the previous Thursday. The event is dubbed “Fashioning Masculinity,” the contest’s goal is to get contestants to “reflect on the new definition of masculine fashion,” per a statement from the company.
The campaign is part of the umbrella of Maybelline’s ongoing collaboration with Ready Player Me on makeup designs for metaverse avatars together with hairstyles of sister company L’Oreal Professionnel.
The contest was launched by a partnership between the fashion digital brand Artisantand Jenny Metaverse Dao’s Contemporary art collection located in the space. The contest is held at Spatial at Agora Space.
The goal of the sponsorship is to connect with the needs of consumers wherever they are, according to Shivani Shah, the senior vice president of the global brand experience for Maybelline New York. “Today our consumers live immersed in multiple realities. They’re physically present but they’re also in the virtual world, and are now living in virtual reality,” the spokesperson said. “Our aim is to emulate our strategy with the world of physical. So we, as Maybelline we’d like to supply makeup.”
Since the industry is so young, Shah said, “the standard KPIs that we evaluate ourselves against in the present do not necessarily make sense. What these types of initiatives and competitions allow for us is create brand loyalty and build relationships with customers in a targeted manner. The competition here is among fashion designers. They’re in the world of fashion, and this presents an opportunity for us to get there with them.”
Jenny Metaverse Doa will purchase the top design, second and third, for 1 Ethereum, 0.7 ETH, and 0.3 Ethereum and 0.3 ETH, respectively. The winners include Creature from Morchen Liu Duality, created by Monika, and Dandy, created by Florencia Arezzo.
Maybelline will work with Machismo for a Ready Player Me makeup drop for avatars, and L’Oreal Professionnel will team with Machismo with Frills from On-Click Closet for hair.
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