NYX Professional Makeup announces its latest foray into the metaverse: the brand’s highly anticipated Spring 2023 Drop collection can be experienced virtually in iHeartLand on Roblox.
NYX Professional Makeup is one of the leading beauty brands acting in the metaverse, focusing on experiences that are changing the way consumers interact with NYX Professional Makeup offerings, empowering creators and celebrating self-expression.
NYX Professional Makeup in the Roblox metaverse
In its latest foray into the metaverse, NYX Professional Makeup has entered Roblox in partnership with iHeartMedia, expanding its connection to the gaming world.
As gaming continues to be an area of focus for the brand, it was crucial to merge beauty and ensure digital is part of the buying process.
On December 19, the “NYX Professional Makeup House” opened in the immersive world of iHeartLand, where 58.8 million daily active users on Roblox will have the opportunity to explore the brand’s new collection in a dreamy interactive space.
“Every year at NYX Professional Makeup, we launch our spring collection by surprising our community with an immersive, social and interactive experience,” said Vivianna Blanch, chief marketing officer, NYX Professional Makeup. “As one of the main and quickest growing cosmetics manufacturers, we’ve partnered with iHeart, the main amusement and audio brand, to launch our spring series alongside the discharge of brand new ultra-modern track releases. We are excited to immerse Roblox users in the international of amusement, art, digital cosmetics and self-expression.”
In the house, users will encounter the Los Angeles-based brand’s style and have several spots to collect limited-edition makeup looks from NYX Professional Makeup for their Roblox avatars: the three looks include exclusive Spring 2023 products: Vivid Matte Brights Liquid Liner ($9), Smooth Whip Matte Lip Cream ($8), Vivid Matte Liquid Liner ($9) and Bare With Me Blur Skin Tint Foundation ($14).
The partnership will run through 2023, when the brand’s presence will also be highlighted through NYX Professional Makeup’s Pink Carpet, which will feature emerging artists in iHeartLand’s upcoming Artist Chat Series, where users will be able to take selfies with the artists’ non-player characters (NPCs) and chat live with them.
NYX Professional Makeup, a leader in the beauty industry, continues to define the future of beauty, makeup artistry and e-commerce through engaging activations in the metaverse and Web3 through strategic partnerships to engage the brand’s followers.
This modern day integration with iHeartMedia will near out every other 12 months of digital reviews and growth inside the metaverse for the logo, following the achievement of Meta-Pride, which added diverse representation to the metaverse, creating the sector’s first beauty DAO, GORJS and greater.
About NYX Professional Makeup
NYX Professional Makeup is a modern, digitally native makeup brand at the forefront of emerging beauty trends.
NYX Professional Makeup is an affordable professional makeup line with all the shades, colors and tools you need to create makeup artistry at every level.
Headquartered in the heart of Los Angeles, NYX Professional Makeup is a global brand available in more than 70 countries in thousands of beauty and fashion specialty stores, independent retailers and beauty supply stores, as well as on www.nyxcosmetics.com.
iHeartMedia, Inc. [Nasdaq: IHRT] is the leading audio media company in the United States, with a monthly reach of more than 90% of Americans.
iHeart’s radio operations alone have more consumer reach than any other media company; twice the reach of the largest radio company and more than four times the reach with advertising of the largest digital audio service.
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