From sponsoring esports tournaments to running promotions with streamers, cosmetic brands have recognized the opportunity to market to avid gamers. Now Maybelline, along with Zynga, is targeting an audience of gamers.

Maybelline has become the first cosmetics brand to turn its attention to the hyper-casual environment. The game will appear in apps owned by Zynga: Hair Challenge, High Heels and Blob Runner. The game from Maybelline features three mascaras. By playing, users earn points that will help continue the main game from Zynga.

Maybelline is getting into gaming. The company has thought of hyper-casual games as an easy entry into the industry.

Tina Liu, director of marketing for Maybelline New York mascara

The reach could be massive: Zynga has 40 million daily active users and 200 million users across 100 games, according to 2022 data.

The brand describes the campaign as a hybrid between in-store ads and mobile games. In the Maybelline mini-game, users connect three icons to unlock mascara and earn points. Gamers are also given information, video content and a link to a particular Ulta Beauty landing page with a list of products. The campaign includes Falsies Lash Lift Mascara, Colossal Curl Bounce Mascara and The Lash Sensational Sky High Mascara.

Games is a unique opportunity for beauty brands to find a target audience in a new space. The game company has partnered with beauty retailers in the past, but after launching new games with a female audience, it paid more attention to partnering with beauty brands. Today, Zynga is discussing future campaigns with other cosmetic brands.

Gabriel Heyman, head of global brand partnerships at Zynga

Maybelline is targeting Generation Z. The new game is part of a more extensive campaign that includes components on other platforms such as Snapchat.

The brand is partnering with Zynga’s Rollic Studios, which oversees the genre of hyper-casual games played by more than 80% of Generation Z and millennials.

Tina Liu, director of marketing for Maybelline New York mascara

The game was developed by Zynga’s brand partnerships division and designed to create a positive, engaging experience for players.

Side note: Rovio and Zynga veterans raise €2.1 million.

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