MAYBELLINE
LIFTER PLUMP
"Our collaboration on a major AR launch for Maybelline was a success because Sofi really understands the nuances of UX, including how gamification encourages engagement and provides the user with surprise and delight. The final product was a true re-imagination of the virtual makeup try-on.
Another thing that sets MaquillAR Studio apart is the understanding of makeup. It is one of the very few AR studios that understand how cosmetics appear on different skin tones.:"
Dominica Baird, Global Director of Trends & VTO, Maybelline
CLIENT PROFILE
Maybelline New York is one of the world’s most iconic beauty brands, known for bringing runway-inspired products to the mass market. With a bold, trend-driven aesthetic and a global reach, the brand constantly seeks new ways to connect with younger, digitally native consumers through accessible innovation and playful storytelling.
THE CHALLENGE
To support the launch of their Lipter Plump lip gloss, Maybelline wanted to create an experience that was as bold and fun as the product itself. The goal was to highlight both the shade range and the plumping effect in a way that felt engaging, fresh, and instantly shareable—while still staying true to the product’s purpose and personality. The brand was looking for more than just a filter; they wanted an interactive moment that could capture attention and leave a lasting impression.
OUR APPROACH
We designed a social AR experience that merged high-quality virtual try-on with playful gamification, allowing users to explore the product in a way that felt lighthearted and immersive. Rather than focusing purely on accuracy, we leaned into the fun—creating a filter that exaggerated the plumping effect in a humorous, shareable way while still showcasing the shades clearly. The result was a dynamic experience that blended entertainment and beauty innovation, helping the product come to life across social platforms and spark a new kind of engagement.