NYX reveal Triller & Snapchat product launch
NYX Professional Makeup is launching its Spring 2021 product collection through a multi-platform digital strategy including a virtual Triller concert by Bebe Rexha and Snapchat's first-ever augmented reality cosmetics pop-up shop.
The Snapchat-powered virtual store allows consumers to dive into a fully immersive shopping experience within the Triller app, including virtual try-on and gaming.
Bebe Rexha's free Triller concert will take place on 18th December at 5pm PST (19th December 1am GMT) streamed on Triller LIVE on the @nyxcosmetics page and simultaneously on Twitch and YouTube. Bebe will showcase NYX Professional Makeup's newest products and guide fans to the NYX Professional Makeup AR shopping experience where they can engage with virtual beauty try-ons, arcade-style digital games and exclusively explore the newest products.
The virtual store will remain open to consumers well into 2021, with quarterly updates featuring future launches.
The NYX Spring 2021 collection includes vegan lip, face and eye products including Lift & Snatch! Brow Tint Pen, The Brow Glue Instant Brow Styler, The Marsh Mellow Smoothing Primer, and Shine Loud High Pigment Lip Color.
Commenting on the brand's multi-platform digital strategy, NYX Professional Makeup's General Manager, Stephanie Binette, says:
"As a digital-first beauty brand, we are always looking to surprise and delight our audience with new and exciting experiences. We are experiencing a very dynamic market and our approach is constantly evolving. With this first of its kind cross-platform virtual integration with Triller and Snapchat, we are shaping new digital and shopping experiences, while offering consumer entertainment in an accessible way."
