Maybelline New York brings latest mascara to life with its first-ever avatar

A new Maybelline New York mascara is coming to life with the help of the brand’s first avatar.

The Falsies Surreal Extensions Mascara is making its debut with the help of May, Maybelline New York’s first-ever avatar, who will be featured alongside global brand ambassador Gigi Hadid in a campaign that merges the real and virtual worlds.

[Read more: Maybelline New York unveils curl-focused mascara]

Featuring 24-hour wear, the Falsies Surreal Extensions Mascara contains hybrid long and short fiber technology and an extended helix brush with long twisted bristles that work to extend every single lash for extreme volume, the company said.

“When a mascara delivers a transformation as surreal as this, it takes something just as surreal to introduce it. That’s where May comes in. We’re thrilled to grow our Falsies portfolio with the help of our first avatar, who brings to life the product’s surreal lash extension look and next-gen technology in a fun and unexpected way,” said Shivani Shah, senior vice president of global brand experience at Maybelline New York.

[Read more: Maybelline New York debuts Super Stay Vinyl Ink Liquid Lipcolor]

Maybelline New York’s Falsies Surreal Extensions Mascara is currently available at Target, with expanded distribution expected later this year.