NYX Professional Makeup drops latest collection via AR pop-up shop

Gisselle Gaitan
Online Editor
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NYX Professional Makeup is dropping its latest product collection with a virtual celebration.

The beauty brand is using the Triller platform to release its spring 2021 line, which will also be home to a concert by musician Bebe Rexha and an augmented reality pop-up shop.

Products that NYX Professional Makeup will be releasing include vegan items across the lip, face and eye categories. Launches include the Lift & Snatch! Brow Tint Pen, Brow Glue Instant Brow Styler, The Marsh Mellow Smoothing Primer and Shine Loud High Pigment Lip Color.

Beginning Dec. 9, the beauty brand will launch its augmented reality shopping experience on both Snapchat and Triller, which will allow users to access its virtual store.

On Dec. 18, users can access Bebe Rexha’s concert free on Triller, as well as on Twitch and YouTube.

“As a digital-first beauty brand, we are always looking to surprise and delight our audience with new and exciting experiences,” said Stephanie Binette, General Manager of NYX Professional Makeup. “We are experiencing a very dynamic market and our approach is constantly evolving. With this first of its kind cross-platform virtual integration with Triller and Snapchat, we are shaping new digital and shopping experiences, while offering consumer entertainment in an accessible way.”