Maybelline is expanding its digital and virtual retail efforts, beginning with a Halloween-themed experiment called Maybelline Virtual Loft. Consumers may use the Maybelline Virtual Loft to learn about new products, participate in in-program activities, and participate in unique online events. L’Oréal is shifting its focus from products to services in order to increase the overall appeal of its brands. The loft activation allows you to collect first-party data such as product and category preferences. Maybelline hopes to revolutionise the concept of beauty services through virtual experiences. Users are entered into a contest for a $500 Walmart gift card for each virtual cosmetics look they create. L’Oréal China has announced the launch of a metaverse experience on Tmall in advance of Alibaba’s annual 11:11 shopping event. Maybelline has already experimented with virtual cosmetics try-on and the metaverse. The firm collaborated with YouCam Makeup in 2018, and it now provides try-on internet features enabled by Modiface.

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