Marketing Currents - Business and Marketing Current Events

Maybelline New York Makes a Splash in Roblox: A Digital Makeup and Music Adventure


Maybelline New York has ventured into the virtual world of Roblox, captivating a new audience of makeup enthusiasts. Through a partnership with Splash, the brand has launched a 360-brand campaign that specifically targets the vibrant music community within Roblox.

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Discussion Questions:

  1. What is digital marketing?
  2. Why is digital marketing important to a business or brand?
  3. What type of business is Maybelline?
  4. Why is digital marketing particularly important in the cosmetics industry?
  5. What is the metaverse?
  6. How might the metaverse represent the concept of digital marketing?
  7. What is Roblox?
  8. Why would Maybelline want to establish a presence in the metaverse?
  9. Why do you think they would want to use Roblox as a platform?
  10. What is consumer engagement?
  11. Based on what you learned from this story, describe this marketing campaign from Maybelline and explain how they are using Roblox to engage consumers.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.