China’s anti-Valentine’s Day event, dubbed Single’s Day, has encouraged estranged Chinese citizens to splurge on themselves since 2009. Also known as Double 11, the event is held annually on November 11, and Last year alone, more than 290,000 brands participated in the event. holidays, offering more than 14 million offers. This year, Maybelline New York launched a limited-edition virtual universe called Rhythm City, celebrating Singles’ Day, on Tmall.

Rhythm City allows users to explore new experiences within the beauty industry, finding makeup inspiration through virtual reality. Maybelline New York’s virtual global spokespersons, South Korean band Itzy, are also available for the online experience, guiding users through the digital landscape. Itzy has been working with the cosmetics…