THE WHAT?  Maybelline New York has joined forces with the game Splash on Roblox, aiming to attract a new group of makeup enthusiasts within the platform’s music community.

THE DETAILS In this virtual collaboration, Maybelline offers digital makeup looks, mini-games, and exclusive music. The initiative provides an interactive experience within Roblox, allowing users to explore various virtual makeup styles and engage in music-related activities.

THE WHY? According to Emily Arkells, Vice President of Digital for Maybelline New York, this partnership with Splash on Roblox is part of Maybelline’s effort to reach consumers in diverse platforms, offering them a chance to interact with the brand in a novel virtual setting and explore different aspects of self-expression and style.