Maybelline now aspires to reach girls from lower-tier cities who are gaining affluence and seeking the latest in beauty.
“Transformational look” is a big part of Maybelline’s DNA.
These girls love makeup as much as everyone else, but transformation for them doesn’t mean the same as Maybelline’s usual over-the-top looks.
Hence, the idea of transformation had to be more relatable: deliberate, confident, the best version of themselves.
With mobile gaming becoming big among girls, Maybelline finds that they don’t only care about looking good in reality, but also having their personality shine via their game avatar.
We collaborated with QQ Dancing, one of China’s most popular social games among lower-tier girls – similar to Guitar Hero where players hit moving buttons to follow the tune of songs.
Maybelline developed a feature where girls can scan their face, so their avatars can have the same facial features – which can then be customized using three shades of Maybelline’s virtual lipsticks.
Avatars danced on a virtual stage, so everyone can see the girls’ beautiful transformation.
The virtual lipsticks led to eCommerce, so girls could also get the same lipsticks in real life.