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Extends the reality of your lashes: Surreal impact. Surreal technology. Surreal eyelashes.
NEW YORK, Feb. 28, 2023 /PRNewswire/ -- Maybelline New York, the world's leading cosmetics brand, expands its range of best-selling mascaras with the launch of a product so surreal only an avatar can bring it to life. . The new Falsies Surreal Extensions mascara is launched with the help of May, Maybelline's first avatar, appearing alongside Maybelline Global Ambassador Gigi Hadid in the upcoming campaign that merges the real and virtual worlds.
Lasting up to 24 hours, The Falsies Surreal Extensions Mascara provides a visible lash transformation. The hybrid technology of long and short bristles and the helical brush with long and twisted bristles extend each lash for extreme volume and visibly longer lashes by up to 36%. It will make people wonder: "Are your lashes for real?".
As the metaverse continues to be the new frontier of social interaction, May is just the next step in Maybelline's journey to explore the virtual world. Last year, Maybelline partnered with Ready Player Me, the metaverse's leading avatar platform, to offer five free, expertly created makeup looks that can be applied to your avatar in seconds.
"When a mascara offers a surreal transformation like this, it takes something just as surreal to present it. That's where May comes in. We're excited to expand our Falsies catalog with the help of our first avatar, bringing the look to life surreal lash extension product and cutting-edge technology in a fun and unexpected way," said Shivani Shah, senior vice president of Global Brand Experience for Maybelline New York.
In addition to Falsies Surreal Extensions mascara, May will be involved in virtual product and service launches, metaverse-related activations, and campaigns for iconic high-performing makeup franchises.
Contact: France Cooper, france.cooper@maybelline.com Julie Delazyn, julie.delazyn@loreal.com
About Maybelline New York
Maybelline New York is the world's number one cosmetics brand, available in more than 120 countries. Maybelline New York's mission is to offer innovative, high-performance cosmetics for everyone, combining technologically advanced formulas with New York City's cutting-edge and trend-setting expertise. Maybelline New York introduced Brave Together in 2020, a long-term program dedicated to destigmatizing the conversation around mental health and funding nonprofit-led mental health initiatives. The brand has committed to donating $10 million to mental health causes with the goal of helping one million people access critical individualized support by 2025. For more information: //www.maybelline. com
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