Influencers are increasingly gaining a bigger share of the digital marketing landscape and advertiser budgets. As a result of the growing virtual world and high influencer costs, virtual influencer counterparts are becoming increasingly popular. According to The Influencer Marketing Factory, 58% of people follow at least one virtual influencer, and 35% of those who follow them buy products and services promoted by these influencers.

According to the announcement, Maybelline New York, a brand under L'Oréal, will use a digital avatar for the launch of its new Falsies Surreal Extensions Mascara. This is L'Oréal's first digital avatar. Its name is May, and it will have parts from both the real world and the virtual world.The digital avatar will also connect with the brand's current representative, Gigi Hadid, and will be used in future campaigns, virtual products and services, and other metaverse-related activities.

May, Maybelline's new digital avatar, offers a significant advantage in an environment where influencer impact and budget discussions have taken a negative turn. May is expected to not only promote the company's new mascara but also appear in campaigns under the umbrella of other makeup brands released on the market.

May will play a key role in Maybelline's metaverse efforts after last year's partnership with Ready Player Me to accelerate their metaverse efforts.