NYX Professional Makeup partners with Samsung for VR experience

By

Cassidy Mantor

Published
Dec 12, 2017

NYX Professional Makeup has partnered with Samsung Electronics America to offer consumers a virtual reality interactive experience featuring beauty tutorials given by three brand ambassadors and beauty influencers.

The 'Impossibly NYX Professional Makeup' experience offers three unique beauty tutorials offered by NYX ambassadors vloggers Kristen Leanne, Mykie (also known as "Glam & Gore"), and Karen Sarahi Gonzales. Users can interact through the virtual reality platform to individually select products they wish to learn more about in the tutorial.

At the end of the experience, users will receive special offers to purchase the products featured in the tutorial.

Mehdi Mehdi, VP of Digital at NYX Professional Makeup said: "We aim to seamlessly incorporate digital into everything we do, and see virtual reality as the new frontier in the beauty industry."

Rachel Weiss, VP of Digital Innovation and Entrepreneurship at L'Oreal USA, NYX Professional Makeup's parent company, said: "The retail landscape is rapidly evolving, and we're evolving with it."

She added: "Through VR, we're creating more dynamic, personalized experiences that add value for our customers in a new and personalized way."

The Impossibly NYX Professional Makeup VR experience uses Samsung's Gear VR technology. It will launch officially at select NYX Professional Makeup stores on December 18th.

The brands will install the experience in all 42 stores nationwide over the course of 2018.