Welcome to Maybelline New York’s Chromaverse AR Experience for Singles Day

The Maybelline New York AR experience offers users in Vietnam, the Philippines, Indonesia, Malaysia, and Thailand to dive into a virtual New York City.

In a unique venture for Single’s Day, Maybelline New York, gotham NYC, Craft, and Threedium have come together to introduce an augmented reality (AR) mobile game that brings a new interactive dimension to the beauty industry across five markets in Asia.

Launched on November 1st, 2023, within the Lazada app, the objective of the campaign is to recruit and engage young consumers during this year’s 11.11 by bringing to life a virtual gamified shopping experience that leverages the brand’s NYC roots through the lens of AR.

“In the highly competitive Single’s Day environment, it was important for us to create an experience for Maybelline that is truly immersive, allowing consumers to explore our product line in an unprecedented way,” said Laurie Donlon, gotham CEO.


“Our gamified “Chromaverse” provides Maybelline fans with the ability to explore NYC neighborhoods virtually, interact with the hero products and shop in this fully enclosed social commerce experience.”


Are you ready to Drop into Maybelline’s Chromaverse this 11.11 with Lazada? Unlock a universe of color and explore a gamified version of NYC right in the palm of your hand. Embark on an unforgettable adventure and traverse three “chromafied” NYC neighborhoods, taking your gaming rewards far beyond the screen- to reality! Play now in our Maybelline Shop on Lazada to win in real life! #LazadaMY #LazadaMY1111 #LazadaMY1111BiggestSale #MaybellinexLazada #DropinChromaverse #MaybellineMY

♬ original sound – Lazada Malaysia – Lazada Malaysia


The AR experience offers a month-long engagement where users from Vietnam, the Philippines, Indonesia, Malaysia, and Thailand can dive into a virtual New York City. Here, they can explore and collect virtual makeup rewards that reflect the diverse offerings of Maybelline’s Chroma Collection, enabling users to experiment with a variety of looks from the vibrant Mermaid Chrome to the understated Go-to Natural, to the bold Lasting Cherry Lips.

The journey through the chromafied neighborhoods of NYC was made possible by Threedium’s comprehensive 3D production capabilities. The team handled the gameplay design and the modeling of detailed assets and environments, crafting an AR game that not only captures the essence of Maybelline’s cosmetic range but also demonstrates the potential of modern AR technology in creating rich, interactive environments.

To accompany the launch and introduce the concept to a broader audience, an ad spot created by Gotham NYC and produced by Lvly was released, highlighting the game’s cyberpunk elements.

Melissa Chan, Regional Managing Director at Craft APAC, said: “this initiative showcases the incredible outcomes of collaborative creativity and technical skill.

When you have Craft’s international presence merging with Threedium’s 3D expertise, guided by the strategic thinking at Gotham, and backed by L’Oréal’s powerful brand, you get more than a game – you create a new playground for beauty and technology to come together, offering a fresh way to celebrate Single’s Day and personal style.”

This initiative coincides with a significant milestone for Threedium and Interpublic Group, as the company announces the closing of its Series A funding, securing an $11 million investment led by IPG.

Discover the Chromaverse by accessing the game here.


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