NYX Deepens Metaverse Commitment With Spring Launch

NYX Professional, the digital-native beauty brand that's already staked out plenty of metaverse real estate, is going deeper. The company just introduced plans for its full spring product launch in Web 3.0, with a "House of NYX Professional Makeup" on Roblox.

Users can experience the new collection in iHeartLand. And the L'Oréal-owned company says that, like its previous efforts, it plans on "empowering creators and celebrating self-expression."

The fully immersive experience includes multiple points of engagement, with three limited-edition looks, all inspired by new products. People can "collect" the style using avatars, snapping selfies on NYX's Pink Carpet.

The activation is designed to build a following for the new line, which includes Vivid Matte Brights Liquid Liner, Bare With Me Blur Skin Tint Foundation, The Brow Glue, Smooth Whip Matte Lip Cream and Vivid Matte Liquid Liner.



The company, based in Los Angeles, has been digital since its launch in 1999. (L'Oréal bought it in 2014.) And it's often leaned into social media for interactive experiences. Previous metaverse experiences have included meta-Pride activations, with NYX selling non-binary NFT avatars at auction. It also made a splash in 2021's Crypto Fashion Week.

In its announcement, Vivianna Blanch, head of marketing for NYX, says it decided to partner with iHeart, the audio brand, for the Spring Drop to dive into the latest music.

"We are excited to immerse Roblox users into the world of entertainment, artistry, digital cosmetics and self-expression."

As the partnership moves into 2023, NYX will feature emerging artists from iHeartLand's Artist Chat Series, enabling users to chat with the musicians and snap selfies with artists' non-player characters.

Beauty brands, meanwhile, continue their stampede into the metaverse, looking for novel activations and commerce channels as consumers lose interest in plain old D2C and ecommerce offers.

NARS, Estee Lauder, YSL Beauty, Gucci, and Charlotte Tilbury are just a few already making the metaverse a more colorful and creative place. And beauty retailer Ulta recently launched Prisma Ventures to back beauty start-ups, including those in the metaverse.

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