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



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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