LOS ANGELES-December 11, 2017— NYX Professional Makeup and Samsung Electronics America, Inc. today announced the launch of an innovative virtual reality makeup tutorial, merging the world of beauty and technology like never before through Samsung Gear VR. The partnership allows both brands to push the boundaries of shopping at the intersection of beauty and technology.

The “Impossibly NYX Professional Makeup” experience, created in collaboration with VR production agency Cubicle Ninjas, leverages several key technologies, including lightfield capture, to bring NYX Professional Makeup fans closer than ever to their brand ambassadors. The experience includes three visually stunning makeup tutorials lead by top beauty vloggers Kristen Leanne, Mykie (also known as “Glam & Gore”), and Karen Sarahii Gonzales. Consumers can use the Gear VR Controller to select products they would like to learn more information about, and at the end of the experience, users will receive a special offer to purchase the products featured in the tutorial at 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. 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.”

Rachel Weiss, VP of Digital Innovation and Entrepreneurship at L’Oreal USA – the parent company of NYX Professional Makeup – was instrumental in helping shape the experience, as well as facilitating the partnership with Samsung. Weiss 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” Gear VR experience will be available in select NYX Professional Makeup stores on December 18, 2017, followed by a nationwide rollout across the brand’s 42 retail stores over the course of 2018.

“Technology is changing the way we live our lives: people and brands are experimenting and accomplishing things in ways we never thought possible, in part due to immersive, accessible technologies like Gear VR,” said Marc Mathieu, Chief Marketing Officer at Samsung Electronics America. “Together with L’Oréal and NYX Professional Makeup, we are transforming the beauty retail experience with virtual reality and reinventing how brands connect with their consumers.”

To learn more about the “Impossibly NYX Professional Makeup” experience, visit www.nyxcosmetics.com/vr.

About NYX Professional Makeup:
NYX Professional Makeup is a modern, digitally-native makeup brand on the forefront of today’s emerging beauty trends. A leader in the global color cosmetics industry, NYX Professional Makeup is an affordable professional makeup line with every shade, color and tool needed to create makeup artistry at every level. Rooted in a professional artistry heritage, NYX Professional Makeup boasts a successful multi-channel approach at the forefront of digital and retail. A social media pioneer, NYX Professional Makeup is one of the most influential and top-ranked brands, and is followed by top beauty vloggers, Instagram stars, and their millions of fans. While headquartered in the heart of Los Angeles, NYX Professional Makeup is a global brand available in more than 70 countries at thousands of retailers consisting of specialty beauty and fashion stores, freestanding shops and beauty supply stores, as well as on www.nyxcosmetics.com.

Media Contact:

Scott Baldwin
United Entertainment Group for Samsung
Scott.baldwin@uegworldwide.com