This holiday season NYX is ending the Golden-Quarter with a twist.
On 18 December, the L’Oréal-owned brand will debut its virtual reality experience, Impossibly NYX Professional Makeup, in partnership with Samsung, starring its key influencers.
Headsets will be set up in-store to allow consumers in the US to view three make-up tutorials featuring Kristen Leanne, Mykie (Glam & Gore) and Karen Sarahi Gonzales.
Users will also be able to select products they would like to learn more about, and at the end of the experience, users will receive a promotional offer to purchase the products featured in the tutorial at a special price.
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.”
As a digital native brand, Mehdi said influencers are key to its relationship with consumers.
“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 favorite beauty vloggers that they've never experienced before.”
While VR is still an emerging space for the beauty industry, Samsung has previously partnered with Charlotte Tilbury to create a VR experience starring Kate Moss for its Scent of a Dream fragrance.
The South Korean electronics giant has also worked with London-based cult nail brand WAH Nails on a VR project, allowing consumers to virtually try on designs.
"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," said Marc Mathieu, Chief Marketing Officer at Samsung Electronics America.