November 4th, 2022, Lesley Simeon
Maybelline has launched a new immersive 3D virtual experience that enables consumers to play in-programme games, participate in online events and virtually try the brand’s products in different makeup-themed spaces. Called ‘Maybelline Virtual Loft’, the experience follows the make-up brand’s past virtual reality and metaverse-focused efforts. Along with other sister brands owned by parent company L'Oréal, Maybelline had filed for NFT trademarks earlier this year and debuted a metaverse experience last month.
How inclined are Maybelline’s current customers towards virtual reality?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics – 54% of Maybelline’s customers tend to and definitely agree with the statement that augmented and/or virtual reality allows people to experience products and services before buying them. This is encouraging for the brand that is looking to boost interest in its virtual reality efforts.
Comparatively, only 12% of Maybelline’s customers tend to disagree with the statement.
Among Maybelline’s current customers who agree that AR/VR allows people to try products before a purchase, 42% are aged over 55. Consumers aged 45 to 55 years make up for 19% of Maybelline’s customers who agree with the statement, followed by 35-44 year olds and those aged between 25 and 34 years (17% each).
Maybelline’s forays into virtual reality might work well with its audiences, given they are slightly more likely than the general US population to find AR/VR helpful in making purchases. The brand might further benefit from offering virtual experiences tailored to the demographic that most agrees with the sentiment among its current customers.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US in nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.