Maybelline advertises mascara with digital avatars

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It’s no surprise that ads for makeup products like eyeliner and lipstick aren’t always true. Now cosmetic brand Maybelline goes one step further. The company is promoting its new mascara with an avatar on social media. So a virtual character is advertising a cosmetic product for real people.

According to Maybelline, the mascara effect is so “surreal” that it takes something “surreal” to launch the new product: Avatar May.

Avatars must stay

Top model Gigi Hadid (27), as well as May, is featured in the promotional video. According to Regula Bührer, Advertiser of the Year 2010 and 2014 (44), in the future you will have to get used to advertising with avatars and AI visualizations.

This can also have advantages. “I find a digital avatar less obscure than Gigi Hadid’s model pictures,” says Bührer. It’s harder to tell what’s real and what isn’t with retouched images. The problem isn’t with a digital character: with May, everyone knows she’s not real. “She looks a bit like an anime character.” So it’s like a character from a Japanese cartoon series.

According to Bührer, we need not fear a new ideal of beauty. “Maybelline is trying to be a pioneer in this field. You are aware of the polarization of the subject,” says Bührer. And the goal has finally been achieved: everyone knows that there is a new mascara.

May works at Metaverse

In particular, Avatar May will be active in the virtual metaverse and will also offer virtual goods there. Last year, Maybelline introduced five makeup looks that Metaverse users can use for their avatars.

It remains to be seen whether the makeover will also be requested in the Metaverse. “This is a new market and many companies have high hopes for it,” Bührer says. But such actions will show where certain target groups are. “We don’t all live in the same world anymore,” says Bührer, an expert.

Source :Blick