Maybelline New York: creating the FALSIEVERSE with augmented reality

Enter the FALSIEVERSE, where digital meets reality and lashes reach surreal heights. Mouse Inc. partnered with Maybelline New York to launch their Falsies Surreal Mascara, creating a buzzworthy hybrid experience that captivated on-trend Millennials across the Benelux. The result? Over 2.5 million views and a mascara moment to remember.

The Goal

Maybelline tasked us with creating awareness for their latest innovation—the Falsies Surreal Mascara—among Millennials (25-35 years) with an eye for trends and a love for immersive digital experiences. The mission? To craft a campaign that merges the digital and physical worlds, elevating their product launch to a whole new dimension.

The Concept: Enter the FALSIEVERSE

Why settle for a campaign when you can build an entire world? Enter the FALSIEVERSE—a virtual New York City-inspired universe starring Gigi Hadid and her ultra-glam virtual avatar, MayMay, as the faces of the campaign.

At the heart of the experience was a cutting-edge Augmented Reality (AR) filter. This wasn’t just a pretty digital face—it was a virtual mascara try-on, giving users the chance to see the Falsies Surreal effect on their lashes in real-time, set against the glitz and glamour of the FALSIEVERSE.

The Activation: From Digital to IRL

The magic didn’t stop online. To make the campaign unforgettable, Mouse Inc. hosted an activation during L’Oréal’s exclusive event. Guests were invited to step into the FALSIEVERSE by scanning a cute, custom QR code that opened the AR filter right on their phones. The result? Instant engagement and a seamless blend of virtual and real-life experiences that brought the product to life in unexpected ways.

The Impact: Numbers Don’t Lie

Our campaign didn’t just deliver—it dominated:

• TikTok views: Over 1.6 million
• Instagram views: Over 525,000
• Total reach: 2.5 million+ views and counting

The FALSIEVERSE captured the attention of a trend-savvy audience, generating buzz, boosting brand awareness, and leaving a lasting impression.

Why Mouse Inc. Makes It Happen?

At Mouse Inc., we love to go further than thinking outside the box, we love to build new worlds and experiences that connect. The FALSIEVERSE is proof that blending creativity, technology, and strategy delivers powerful results. From social media activations to in-person experiences, we ensure your brand isn’t just seen—it’s unforgettable.

Want to bring your brand into the future? Let’s create a campaign that’s out of this world.

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