• Makeup

The worlds of beauty and technology are merging further as NYX Professional Makeup and Samsung Electronics America, Inc. partner to create the "Impossibly NYX Professional Makeup" experience using Samsung Gear VR, launched today (18th December).

The experience includes three make-up tutorials lead by top beauty vloggers Kristen Leanne, Mykie (also known as "Glam & Gore"), and Karen Sarahi Gonzales. Using the Gear VR Controller, you can select products you would like to learn more information about, and at the end of the experience, receive a special offer to purchase the products featured in the tutorial at a special price.

Mehdi Mehdi, VP of Digital at NYX Professional Makeup, says:

"NYX Professional Makeup is a digitally-native brand with millions of followers across our global social media platforms.

"We aim to seamlessly incorporate digital into everything we do, and see virtual reality as the new frontier in the beauty industry. Our community is passionate about their connection to beauty influencers, and Samsung's Gear VR technology provides our customers with a level of immersion and proximity to their favourite beauty vloggers that they've never experienced before. We are thrilled to continue to push the envelope using cutting-edge technology, and are ecstatic to partner with a best-in-class company like Samsung."

Rachel Weiss, VP of Digital Innovation and Entrepreneurship at L'Oreal USA – the parent company of NYX Professional Makeup, adds:

"The retail landscape is rapidly evolving, and we're evolving with it. We have been reinventing the future of beauty services for years, and we see this partnership as the natural evolution to that. Through VR, we're creating more dynamic, personalized experiences that add value for our customers in a new and personalised way."

Marc Mathieu, Chief Marketing Officer at Samsung Electronics America, comments:

"Technology is changing the way we live our lives: people and brands are experimenting and accomplishing things in ways we never thought possible, in part due to immersive, accessible technologies like Gear VR. Together with L'Oréal and NYX Professional Makeup, we are transforming the beauty retail experience with virtual reality and reinventing how brands connect with their consumers."

The "Impossibly NYX Professional Makeup" Gear VR experience launches in select NYX Professional Makeup stores today (18th December) followed by a roll-out across the brand's 42 U.S. retail stores over the course of 2018.