NYX Professional Makeup, Samsung partner on virtual reality tutorials

Press enter to search
Close search
Open Menu

NYX Professional Makeup, Samsung partner on virtual reality tutorials

By Gisselle Gaitan - 12/13/2017
NYX Professional Makeup is venturing into the world of virtual reality with the help of Samsung Electronics America. The two companies have announced their collaboration in bringing virtual reality makeup tutorials to consumers, through Samsung Gear VR.

Called the “Impossibly NYX Professional Makeup” experience, it features three tutorials led by top beauty vloggers, Kristen Leanne, Mykie, known as Glam & Gore and Karen Sarahi Gonzalez. Users will be able to use the Gear VR Controller to select products they would like to learn more about, and at the end of the experience, consumers also will receive a special offer to purchase featured products.

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

The L'Oreal-owned company will launch the virtual reality experience in select NYX Professional Makeup stores on Dec. 18, which will then be followed up with a nationwide expansion over the course of 2018.

"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 personalized way,” Rachel Weiss, VP of digital innovation and entrepreneurship at L'Oreal USA said.