In Brands, Tech

As the world becomes more tech-centric, it is crucial that brands surpass traditional retail methods and incorporate technology to enhance shopping experiences. Studies show that consumers accept VR as a new normal,and beauty brands are capitalizing on this opportunity. From Sephora to Shiseido, cosmetic giants are partnering with tech companies like ModiFace to use virtual reality so that customers can digitally try on products.

NYX is up next, having recently teamed up with Samsung to elevate makeup tutorials. In collaboration with VR production agency Cubicle Ninjas, the two companies are joining forces to push the limits of the shopping experience by blending beauty and technology.

The “Impossibly NYX Professional Makeup” experience uses VR to bring NYX customers closer than ever to brand ambassadors. The experience includes tutorials from fan favorites Kristen Leanne, Mykie (aka Glam & Gore), and Karen Sarahi Gonzales. Consumers use the VR controller to learn more about select products in the tutorial and have access to a chat feature. At the end of the tutorial consumers are offered the products they selected and utilized during the VR experience for a special price.  

“NYX Professional Makeup is a digitally native brand with millions of followers across our global social media platforms,” said Mehdi Mehdi, VP of Digital at NYX Professional Makeup. “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. ”

Rachel Weiss, VP of Digital Innovation and Entrepreneurship at L’Oréal USA—the parent company of NYX Professional Makeup—added: “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.”

The “Impossibly NYX Professional Makeup” VR experience will be available in exclusive NYX Professional Makeup stores on December 18, 2017, and is set to open nationwide in the brand’s 42 retail stores throughout 2018.

To learn more about the experience, head to

Photo: NYX via YouTube

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