• by Chuck Martin , December 12, 2017

Samsung Electronics America and NYX Professional Makeup have teamed to launch a virtual reality makeup tutorial using Samsung Gear VR.

Called The Impossibly Professional Makeup experience, the tutorial includes three sessions by three top beauty brand ambassadors. Consumers can use the Gear VR controller to pick products they want to learn more about and then be given a special offer to purchase the products featured.

“NYX Professional Makeup is a digitally-native brand with millions of followers across our global social media platforms,” stated said Mehdi Mehdi, vice president of digital at NYX. “We see virtual reality as the new frontier in the beauty industry and Samsung’s Gear VR technology provides our customers with a level of immersion and proximity to their favorite beauty vloggers that they’ve never experienced.”

L’Oreal USA is the parent company of NYX Professional Makeup. The makeup VR experience will be in NYX Professional Makeup stories next week before a nationwide rollout across the brand’s 42 retail stores next year.

The makeup experience was created in collaboration with VR production agency Cubicle Ninjas.