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Maybelline's 'Skin Tint' focuses on the natural look – and big screens | Westfieldrise
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Maybelline’s ‘Skin Tint’ focuses on the natural look – and big screens

Keyfacts
  • All-round media campaign in the Mitteldom
  • Impressive cube-shaped pop-up space
  • Interactive marketing screens for a brand experience through the medium of fun and games

Natural and vegan – Maybelline is right on point with this product. More than any other brand, Maybelline is all about innovative cosmetics. Visitors to Westfield Centro in Oberhausen were able to see this for themselves between 19 and 27 May 2023 when the brand’s latest innovation, the ‘Super Stay® 24hr Skin Tint’ foundation for a natural, make-up-free look, was presented on an interactive ‘Cube’ in the Mitteldom.

Interactive voyage of discovery

The three-by-three-metre Cube really caught the visitors’ eyes – Maybelline chose to present its Super Stay® 24hr Skin Tint in the Mitteldom, the central promotion hub – at the Westfield Centro shopping destination in Oberhausen. The 360° UDS LED screen and the digital indoor totems also acted as eye-catchers, drawing maximum attention to Maybelline’s latest product and the innovative campaign promoting it.
20.05.2023 oberhausen, westfield - centro
Maybelline at 360°: The Mitteldom's UDS display system at Westfield Centro showcased the new 'Super Stay® 24hr Skin Tint' to perfection.
20.05.2023 oberhausen, westfield - centro
The interactive Cube is the only advertising platform of its kind in Germany and invited visitors to a get involved in a game and a photo session featuring the latest Maybelline product.
20.05.2023 oberhausen, westfield - centro
In the game, the visitors had to collect as many of the foundation's ingredients as they could, scoring points along the way and ultimately winning a sample of the product.
20.05.2023 oberhausen, westfield - centro
The younger generation in particular was very drawn by the game and by the interactive Cube.
20.05.2023 oberhausen, westfield - centro
Visitors used a gaming controller to progress through the game while learning about how Maybelline's foundation is composed.

Interaction was a big element, with visitors able to take a live photo of themselves on three sides of the Cube and then be seen for ten seconds as models for Maybelline’s latest product. A real eye-catcher and very much a winning feature at a time when members of the younger target audience often like to style themselves as brand ambassadors on social media.

The fourth screen invited visitors to play a virtual game featuring the new product. Using a game console controller, customers manoeuvred through a virtual world, collecting the foundation’s ingredients as they went, scoring points and also having the chance to win a sample of the Super Stay® 24hr Skin Tint.

Trend towards a more natural look

With the foundation’s vegan and vitamin C-enriched formula, Maybelline is appealing especially to a younger audience with a sense for the natural lifestyle. This is also reflected in the interactive promotion at Westfield Centro. The cosmetics company’s Cube, the only one of its kind in Germany, appealed not just to the target audience but to visitors of all ages. Those who wanted to try out the product had the opportunity to do so directly at the drugstore in Westfield Centro.

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