#USA #Los Angeles #Roblox #NYX Professional Makeup #Bayside High School

NYX Professional Makeup's Immersive Gaming Experience on Roblox

NYX Professional Makeup is reshaping the landscape of beauty in digital culture yet again, this time by launching an engaging and interactive experience on Roblox. This initiative coincides with the back-to-school season, demonstrating how technology, creativity, and self-expression can seamlessly merge.

Transforming Bayside High

In a pioneering move, NYX has become the first beauty brand to take over Bayside High School on Roblox, a popular virtual environment with over 23 million monthly users. The initiative aims to engage Gen Z, who are increasingly spending their leisure time gaming rather than scrolling through social media. In fact, a study revealed that 25% of Gen Z's free time is dedicated to video games, making platforms like Roblox a prime venue for beauty brands.

Yasmin Dastmalchi, the General Manager of NYX Professional Makeup, emphasizes this transformation: "This is what the future of beauty looks like - interactive, community-driven and rooted in creativity and fun." The NYX experience allows users to play with beauty concepts in ways that empower their creativity, both in the digital realm and in the real world.

Engage with Mini-Games

The takeover has turned Bayside High into a beauty-filled playground where players can engage in various beauty-themed mini-games. The games are guided by Gluey and Misty, two digital mascots inspired by the brand’s Face Glue Gripping Primer. These characters lead players through four exciting activities:

1. Smushy Track Race: Navigate through a colorful obstacle course with mochi-inspired challenges, showcasing the brand's new Smushy Matte Lip Balm, enriched with mochis.

2. Dessert Pairing Game: Match dessert flavors with customers at a virtual shop, testing players' combination skills using the new lip balm range.

3. Face Glue Scavenger Hunt: Explore the campus to locate hidden Face Glue Gripping Primer bottles, turning the hunt into a fun challenge.

4. Makeup Class: Participate in a high-school styled makeup class where players can create their unique NYX looks and vote for their classmates' creations.

Players who excel can unlock exclusive virtual beauty rewards, including a Mochi Shoulder Pet, a Gluey Backpack, and a statement pink Baseball Cap with Hair. These immersive experiences not only entertain but also introduce a new wave of digital marketing in cosmetics.

Building upon Digital Strategy

This campaign is part of NYX's broader strategy to blend beauty and technology, targeting the next generation of consumers. The brand has previously celebrated diverse cultural initiatives, such as Pride Month and Halloween, through partnerships with Roblox. Its continual presence in the digital landscape showcases how traditional industries can adapt to modern trends and preferences.

NYX's takeover of Bayside High is set from July 18 to August 29, allowing ample time for players to enjoy the vibrant experience and embrace their creativity in beauty. Visitors to the virtual high school can witness firsthand how NYX is changing the narrative around beauty, making it more interactive and accessible.

To learn more about the expansive offerings from NYX Professional Makeup and their latest initiatives, you can visit their official site at nyxcosmetics.com.

About NYX Professional Makeup

Headquartered in Los Angeles, NYX Professional Makeup is a forward-thinking makeup brand that stands at the forefront of emerging beauty trends. Known for its affordability and extensive range of colors and tools, NYX has solidified its position as a leader in the global color cosmetics industry. Its social media presence and collaborations with influential beauty vloggers have propelled NYX to become one of the most recognizable brands in the beauty industry, with availability in over 70 countries across thousands of retailers, both online and in-store.