Surreal Beauty: Maybelline's 3D Mascara Revolutionizes Advertising

Maybelline Taiwan has teamed up with iProspect and dentsu to introduce a groundbreaking animated 3D digital out-of-home (3DOOH) social campaign, showcasing its latest product, the "Sky High Mascara."

Running until the conclusion of the Chinese New Year festivities, the campaign has harnessed the power of animated 3DOOH anamorphic illusions to present a surreal demonstration of Maybelline's "Sky High Mascara" in the vibrant Xinyi District of Taipei. This innovative approach to 3DOOH incorporates technology that renders digital images in three dimensions without the need for filters or glasses.

The campaign aims to captivate the attention of the younger generation and engage its audience through a unique experience, all while highlighting the brand's creativity in a cost-effective manner compared to traditional 3D billboards.

Ego Lau, the managing director of iProspect Taiwan, shared with MARKETING-INTERACTIVE that this surreal 3D OOH ad has the potential to inspire other marketers and advertisers to explore unconventional methods and prioritize creativity over budget constraints. "Our campaign serves as a reminder to the industry that creativity knows no bounds. By transcending the limitations of technology and budget, we can still capture the attention of our audience, make a lasting impression, and pave the way for more imaginative approaches in the future of advertising," he added.

Sandra Yao, the general manager of L'Oreal Taiwan consumer products division, emphasized that this concept underscores Maybelline's commitment to innovation in connecting with consumers. The brand seeks to push boundaries, break new ground, and resonate with consumers who are imaginative, creative, and virtually engaged every day.

MARKETING-INTERACTIVE has reached out to Maybelline for more information on this groundbreaking campaign.

Innovative Campaigns Beyond Borders

This is not the first time Maybelline has embraced cutting-edge advertising techniques. In April of the previous year, Maybelline New York collaborated with Kinetic, DOOH.com, and EssenceMediacomX to launch a nationwide 3DOOH campaign in the U.K. promoting its “Falsies Mascara” line.

Designed to engage with Gen Z and younger millennial demographics, the advertising campaign featured May, a digital character developed by Maybelline. May's 3D representation emerged from the digital screen, creating a visual effect that transcended the screen's boundaries. The campaign spanned over 280 locations, encompassing both small and large format screens across high streets, shopping malls, rail stations, and other spectacular displays.

Maybelline's commitment to pushing the envelope in advertising reflects its dedication to staying ahead in the beauty industry while creating memorable and immersive experiences for its diverse consumer base. With these innovative campaigns, Maybelline continues to redefine the future of advertising, proving that creativity knows no limits.