Nyx Professional Makeup has debuted a first-of-its-kind, multi-platform digital strategy to release their Spring 2021 product collection, including a virtual Triller concert by singer-songwriter Bebe Rexha and an augmented reality pop-up shop within the platform. The Snapchat-powered virtual store allows consumers to dive into a fully immersive shopping experience within the Triller app, including virtual try-on and gaming that can be experienced in both places.
As brands continue to navigate through COVID-19, Nyx is creating exclusive experiences for fans that are both engaging and shoppable. It is the first beauty brand to launch an AR shopping experience on both Snapchat and Triller, leveraging Snapchat’s Camera Kit to make the experience available in Triller’s mobile app. This enables Triller users to interact with the custom Snapchat Lens without leaving the Triller platform and gives consumers another entry point to the virtual store.
Users can access the NYX Professional Makeup virtual store environment through a variety of entry points: the custom, branded Snapchat Lens in the Snapchat Lens carousel, in the Triller app by using Snapchat to scan a Snapcode and by using Snapchat to scan Nyx’s Marsh Mellow Smoothing Primer, part of the brand’s Spring 2021 collection.
The free Triller concert, taking place on December 18 at 5 p.m. PST, will feature Bebe Rexha and will stream on Triller Live on the @nyxcosmetics page while also streaming simultaneously 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.”
