Enter the City of Rhythm, Maybelline’s metaverse debut in Tmall. Launched ahead of Alibaba’s Double 11 festival, the limited-time virtual universe comprises four spaces showcasing four exclusive offers from the L’Oréal-owned cosmetics brand. In this immersive environment, users can try on makeup, receive beauty tips from virtual live streamers, play games and enjoy music from the spokespersons, the K-pop group ITZY.

The move marks another step in the brand’s digital transformation. In July, the New York-based cosmetics firm confirmed that it will close 14 independent physical stores across the country, citing the need for “adapt to changes in the market and consumer demand.” The products will continue to be sold through multi-brand drugstores such as Watsons, as well as online…