Maybelline launches collaboration for sweet tooth consumers

Maybelline New York, the world-renowned makeup brand, launched its collaboration with m&m's, the chocolate brand on Aug 20.

Together, these two brands created an interesting consumption scene involving art exhibition and product display.

The giant color bowl installation recreates classic m&m's advertising scenes. Consumers are encouraged to take colorful photos with the enlarged version of the collaborated products. Makeup artists are providing professional service at the scene, showing the potential of the products.

For Maybelline and m&m's, color is the common language and keeping the cool character they share. This collaboration tries to hit the hearts of young consumers with highly recognizable colors and cool, yet fun, interactive installations.

Kackie Tang, brand general manager of Maybelline New York, claims that nowadays, Generation Z are the primary consumers that brands have to attract. And for them, consumption is not only about material satisfaction, but also about "value for money", the expansion of their social circle and their emotional pleasure.

"Maybelline aims to capture their attention and have fun with them together," says Tang.