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Maybelline partners with mobile gaming company Zynga to create Maybelline Mascara Merge, a new playable advertisement; ad-game hybrid allows players to match icons to reveal three Maybelline mascaras, see a branded video, link to Ulta to buy the product

Fitch: L'Oreal closes all Maybelline stores in China, as consumers who used to prefer international brands now see domestic brands as viable alternative in quality; local brands also optimized for Chinese consumers, from skin tone compatibility to price

L'Oreal plans to close 14 standalone Maybelline stores in China, but CEO confirms brand will maintain a physical presence; company will shift 80% of Maybelline's distribution to online channels, remaining 20% will be primarily through drugstores

Maybelline New York partners with youth-led group #HalfTheStory to host event for Global Day of Unplugging on Aug. 6; similar events across the globe will encourage people to take a digital break, join screen-free activities for community and connection

Maybelline New York announces new podcast, 'I'm Fine, You?' available starting June 16 as part of its Brave Together Initiative; podcast will host real life conversations to normalize anxiety and depression, provide tangible resources and guidance

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