Calling out the boy’s club: why Maybelline is targeting discrimination in the gaming community
As Maybelline takes a stand against the discrimination of female and LGBTQIA+ identifying gamers, Mumbrella’s Kalila Welch spoke to the team behind the latest campaign to understand why the cosmetic giant is doubling down on its commitment within gaming.
Part of the L’Oreal group, Maybelline has long enjoyed a strong position in the Australian beauty market, but efforts to reach the ever-sought after Gen Z market have forced the cosmetics juggernaut into new and unfamiliar places, as it reimagines its position in the lives of a consumer base that increasingly live out much of their lives online.
The brand first identified the world of gaming as a potential avenue to connect more deeply with these hard-to-reach consumers 18 months ago, and while L’Oreal Australia’s marketing director Alexandra Shadbolt says the brand is still learning its place in the gaming community, Maybelline seems keen to affirm its commitment to the space.
“We really have a strategic focus with recruiting Gen Z consumers,” explains Shadbolt, noting that the brand is always working at meeting consumers where there are – in the case of Gen Z, gaming is a growing hotspot.
