Mobile Marketer – Maybelline is targeting Facebook users likely to be interested in its cosmetics via a series of ads that expand into a full-screen experience showcasing tutorials for different eyeliner looks after clicking.
L’Oréal’s millennial-favorite cosmetics brand is attempting to fuel more interest in its new eyeliner products by rolling out full-screen ad experiences that enable consumers to learn how to create various makeup looks, including graphic arrow, winged eyeliner and cat eye looks. Once a user taps on the Facebook ad’s “Learn More” button, the ad will expand to the smartphone screen and allow individuals to scroll through the step-by-step tutorials.
“Consumer education has proven itself to be a significant component in encouraging beauty-related purchases,” said Laura Sossong, senior consultant at Boston Retail Partners. “By breaking down the barrier of the usability and applicability of makeup, Maybelline is eliminating the disincentive many consumers have to invest in new or unproven products.”