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Maybelline targeted hyper-casual Gen Z gamers with Maybelline Mascara Merge, a mobile app game

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Maybelline has started targeting the “hyper-casual gaming” space by launching a mobile app game, Maybelline Mascara Merge. It will be available across games owned by Zynga, including Hair Challenge, High Heels, and Blob Runner. It features three mascaras from the brand, namely Falsies Lash Lift Mascara, Colossal Curl Bounce Mascara, and The Lash Sensational Sky High Mascara. Users can earn points that enable them to continue in the Zynga game. The game also includes information, video content, and a link to a special Ulta Beauty landing page. The campaign has been described as a merge of shoppable ads and mobile gaming. It is targeted towards Gen Z since 80% of them play games, out of which 50% are girls. Zynga has worked with beauty retailers previously and aims to continue doing so.

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Consumer Goods industry will surpass $15T globally by 2025. However the old business model of mass distribution is about to become obsolete. Digital Transformation, Millennials and Gen Z effect, Direct to Consumer and Post-Covid World are going to reshape the winning formula for the new era CG industry. Our weekly newsletter covers global innovations and disruptions in CG industry.

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