Users on the metaverse platform can customise avatars with limited edition looks that incorporate the make-up range
The House of NYX on Roblox allows gamers to update their avatars with one of three limited edition make-up looks
The House of NYX Professional Makeup in destination iHeartLand allows users to virtually explore the range on the platform in a dream-like space.
Consumers can engage with the brand at different points and collect limited edition make-up looks for their avatars.
All three looks feature make-up products from the Spring 2023 Drop collection.
These include Vivid Matte Brights Liquid Liner, Smooth Whip Matte Lip Cream, Vivid Matte Liquid Liner and Bare With Me Blur Skin Tint Foundation.
The make-up brand has unveiled its Spring 2023 Drop collection on the metaverse
The L’Oréal-owned brand is also celebrating emerging artists from iHeartLand’s Artist Chat Series on its virtual Pink Carpet.
Users can snap selfies with artists’ non-player characters (NPCs) and chat live with them.
"Every year, we release our spring collection by surprising our community with an immersive, social and interactive experience,” said Vivianna Blanch, Head of Marketing at NYX Professional Makeup.
"We are excited to immerse Roblox users into the world of entertainment, artistry, digital cosmetics and self-expression."
Inside The House of Nyx on Roblox's iHeartLand
NYX made its metaverse debut last year when it hosted its first virtual pride parade.
The 2022 Pride campaign celebrated the LGBTQIA+ community with month-long digital and physical activities.
It included a diverse representation of marginalised communities in the form of digital NFT avatars.
The make-up brand also partnered with community-led artist collective GORJS to launch its first-ever beauty DAO (decentralised autonomous organisation).
DAOs are member-owned digital communities without centralised leadership.
The brand hoped it would lead “the cultural conversation on brand values like diversity, inclusivity and accessibility”.
NYX is one of the brands in L’Oréal’s portfolio that is leading the way when it comes to Web3 initiatives.
NYX is not the only beauty brand ramping up its exposure in the metaverse.
Laura Mercier launched its first digital store World of Beauty last month in a bid to engage with customers in a new way.
It featured an interactive shopping experience, 3D unboxings and make-up masterclasses.
Givenchy’s Beauty House on Roblox was updated for the festive period.
Gamers could customise their avatars with Christmas looks from the French brand’s virtual make-up station.
NYX’s parent company L’Oréal also boosted its metaverse efforts in November 2022.