Mumbai: Virtual reality (VR) is becoming all-pervasive and is making inroads into almost every aspect of our lives, in every possible way. Off late, it has become the choice of make-up and cosmetic brands too. Most recently, Maybelline New York (MNY), one of the world's leading cosmetics brands, announced a collaboration with Microsoft that offers a new way to get ready for video calls with virtual makeup in Microsoft Teams.
As per statistics, the size of the global beauty and personal care market amounts to $579 billion in the current year globally and is expected to grow annually by 3.53 per cent (CAGR 2023-2028) (Source: statista.com). In India, the market is estimated to be $16.8 billion in the present year and is expected to grow at a CAGR of 11 per cent (Source: livemint.com). And innovations like virtual make-up are seeming to expand this market.
The Maybelline Beauty App in Microsoft Teams allows users to adjust their personal style quickly and easily from directly within a Teams meeting. The virtual makeup looks provide a low-barrier way to try out different styles with the goal of democratizing makeup and empowering people with self-confidence- especially at work. With this integration, Maybelline has taken its latest step into the digital makeup world.
Powered by Modiface AI and developed in collaboration with the Geena Davis Institute, Maybelline has implemented the Virtual Makeup filters. Maybelline aims to provide users with a range of looks to best suit their meetings, while allowing them to explore different makeup looks they might not have otherwise tried out. Whether someone is working in-person or virtually, they should be able to feel good about themselves and put their best foot forward.
It’s a ‘virtual makeup bag’, equipped with all the must-have digital makeup products for our increasingly digital world. With a simple click, users can choose from 12 makeup looks to complement their own natural look and effortlessly feel their best. This is a first for one of the brands in the L’Oreal Group. The virtual makeup looks are available as an option in Teams video calls to those with a Microsoft Teams enterprise license.
In an email interaction, Indiantelevision.com spoke to Maybelline New York & NYX Professional Makeup general manager Zeenia Bastani about her tryst with the cosmetics mammoth for 14 years – the evolution and journey of the brand, the Maybelline Beauty App in Microsoft Teams, the vision behind this collaboration, the advertising and marketing strategy for Maybelline New York, and more.
Edited excerpts:
On being associated with the brand Maybelline New York for over 14 years, and your view on the brand’s evolution and journey
With the onset of digitization and a shift in consumer demand, the brand has evolved tremendously over the years. While Maybelline is always at the forefront when it comes to product innovation, the brand is now also strongly leveraging technology with the introduction of virtual makeup filters on Microsoft Teams. In partnership with Modiface, Maybelline has launched a set of 12 curated makeup ‘looks’ that allow consumers to Get ready in a click!
On the MS Team Virtual Makeup – the vision and thought that instigated this collaboration by the brand
In the post-pandemic world, where working remotely has become more prevalent, we found an opportunity to provide our consumers with a unique and innovative way to boost their self-confidence and experiment with different makeup looks, in just a few clicks. Powered by Modiface AI and developed in collaboration with the Geena Davis Institute, Maybelline aims to provide users with a range of looks to best suit their meetings, while allowing them to explore different makeup looks they might not have otherwise tried out. With this, we want to help consumers confidently present themselves in a professional, polished manner during video calls.
On the way tech-based innovations are changing the way beauty and make-up are perceived, purchased, and utilized
The makeup space, like other counterparts in the industry, is undergoing a massive transformation owing to technology, with brands constantly innovating, in order to offer their consumers a unique experience. As brands continue to refine their offerings to allow the consumers to have a more personalized experience, there has been a shift in the consumers’ perception and expectation. Customers are more inclined towards making purchases that they believe are customized for them. Moreover, virtual Try Ons have now made shopping for beauty products a seamless experience wherein customers don’t have to try multiple shades physically before making a purchase decision. The virtual makeup filters by Maybelline, powered by Modiface is one such example of the many technological innovations that help to seamlessly incorporate virtual try-on experiences in the lives of consumers.
On reaching out to young audiences and even slightly older audiences through the latest innovations
At Maybelline, we are passionate about creating innovative and inclusive beauty experiences for all our customers. While our focus has always been on a younger target group, we firmly believe that beauty has no age limit. We aspire to celebrate the beauty of all target groups, regardless of their age. Our commitment to reaching out to young audiences is unwavering, and we're constantly exploring the latest trends and technologies to ensure that we offer them exciting and relevant products and experiences. They can expect a dynamic range of products that cater to their ever-evolving beauty needs. We are dedicated to staying ahead of the curve by leveraging the latest innovations in the beauty industry, be it groundbreaking formulations, cutting-edge packaging, or immersive digital experiences. From vibrant and trend-setting makeup collections to “makeup in a click” with our Virtual Makeup on MS Teams, we aim to be the go-to brand for the youth of today. Our approach is all about inclusivity, ensuring that everyone can find products that make them feel confident and beautiful.
On the advertising and marketing strategy for Maybelline New York in India
Our advertising and marketing strategy for Maybelline New York in India is seamlessly integrated across both online and offline channels. We leverage our strong online presence through engaging content on platforms like Instagram, Facebook, and YouTube, alongside e-commerce integration for convenient product access. Simultaneously, we prioritize offline engagement by partnering with retail outlets and offering in-store experiences. Our approach combines these efforts into cohesive 360-degree campaigns, including innovative digital initiatives like AR try-ons and interactive beauty tools, to create a comprehensive and captivating brand experience for our audience. Incorporating influencer engagement into our strategy significantly enhances our ability to connect with the youth. Influencers are our integral partners that are effectively bridging the gap between our brand and the younger audience. Their creative content resonates with the youth's aspirations, making our message more relatable and engaging. This approach not only captures their interest but also encourages active participation, creating a two-way conversation that cultivates a strong and lasting relationship with the youth demographic. Furthermore, our strategy emphasizes personalization, utilizing data-driven individual preferences. This not only enhances customer satisfaction but also strengthens our brand loyalty in the long run.
On onboarding Suhana Khan, Ananya Birla, and Eksha Subba as faces of the brand
Maybelline New York is a brand that embodies diversity in everything it does – from makeup for every look, style, skin tone; all the way to the people we choose to collaborate with. We are proud to have on our ‘squad’, a diverse bunch of women who are talent powerhouses in each of their fields - from film to sports to music!
The Maybelline squad consists of bold, powerful, inspiring women who are also approachable and relatable. With this new squad, we expect to be able to build a stronger connect with and increased relevance for the Gen Z consumer in India.
Introducing the four new faces on the brand:
1. PV Sindhu : Two-Time Olympic Badminton champion, PV Sindhu is one of India’s most successful sportspersons and is also the face of the Maybelline brand purpose Brave Together
2. Suhana Khan : A second-generation actor from the Khan family, Suhana is a graduate in film studies from NYU and is slated to make her on-screen debut later this year
3. Ananya Birla : Singer, songwriter, entrepreneur- Ananya is multi-faceted. Juggling both business and music, Ananya has lent her voice to multiple albums and also advocates strongly for mental health
4. Eksha Subba : Model, Boxer, Police Officer; Eksha dons many hats and is a source of inspiration to young women across the country
On the trends and innovations that are expected to disrupt the beauty and make-up industry in India
Anticipated trends in the Indian beauty and makeup industry include increased focus on clean and sustainable products, augmented reality-driven virtual try-ons, personalized beauty solutions, and diverse representation in beauty campaigns. These innovations will reshape consumer preferences and experiences.
On your vision and way forward for Maybelline New York India
Our vision for Maybelline New York in India is to continue being a trailblazing force in the makeup space, offering innovative products that cater to diverse needs. Our forward path involves deepening online and offline accessibility, encouraging more conversations around mental health, embracing technology-driven experiences, and empowering self-expression through makeup for all.
