Maybelline has created a virtual avatar May, to promote the global launch of its new Falsies Surreal Extensions Mascara range. For the first time ever, avatar May will be featured with Maybelline’s global brand ambassador Gigi Hadid in an ad campaign, merging the real and virtual worlds. Using this avatar form, Maybelline is using the metaverse to explore social interactions in a new way. The Falsies Surreal Extensions Mascara can be worn continuously for 24 hours.