THE WHAT? Maybelline has become the first beauty brand to partner with gaming platform Zynga, according to a report published by Glossy. The L’Oréal-owned make-up brand is hoping to reach ‘hyper casual’ gamers with a game titled Maybelline Mascara Merge, which will be available across Zynga’s games.
THE DETAILS The campaign is said to be a combination of a shoppable ad and mobile gaming with a mini game and link to an Ulta Beauty landing page. The content is aimed squarely at a Gen Z audience.
THE WHY? While several beauty brands have announced e-sports sponsorship deals and gaming partnerships, Maybelline is the first to admit that die-hard gamers are a niche. However, more than 80 percent of millennials and Gen Z are playing games. Tina Liu, Director of Marketing for Maybelline New York, told Glossy, “We’re trying to delve into gaming in this wat that is a lot more approachable than some of the ways other brands have done it… How are we going to approach it as a mass brand? We thought of hyper-casual gaming as an easy entry into the space.”
Injectable aesthetics are popular due to their ability to provide noticeable results with minimal downtime compared to surgical procedures. They are versatile and can be tailored to meet individual aesthetic goals, whether it's enhancing lips, restoring facial volume, or smoothing out wrinkles. However, they should always be administered by qualified professionals to ensure safety and achieve optimal results.
Injectable aesthetics are used to enhance facial features, reduce the signs of aging, and improve overall facial symmetry and appearance.
Key types of injectable aesthetics include:
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Dermal Fillers: These injectables are used to add volume, fill in wrinkles and folds, and enhance facial contours. They often contain substances like hyaluronic acid, collagen, or calcium hydroxylapatite, which help plump up the skin and smooth out fine lines and wrinkles.
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Botulinum Toxin (Botox): Botulinum toxin injections temporarily relax facial muscles that cause wrinkles and lines to form. It is commonly used to treat forehead lines, frown lines between the eyebrows, and crow's feet around the eyes.
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Collagen Stimulators: These injectables stimulate the body's own collagen production, helping to improve skin texture and firmness over time. Examples include poly-L-lactic acid (Sculptra) and calcium hydroxylapatite (Radiesse).
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Neurotoxin Injections: Besides Botox, other neurotoxins such as Dysport and Xeomin are used similarly to reduce wrinkles and lines.
