NYX Targets Gen Z as Gaming Hits 25% of Teen Downtime

Gaming Meets Glamour in the Virtual Classroom NYX Professional Makeup is changing how people explore beauty by taking over Bay Side High School on Roblox, transforming the space into a beauty-rich environment that naturally fits the digital-first habits of their young audience.

This move spotlights just how much the way youth interact with brands and their favourite trends has shifted. Yasmin Dastmalchi, General Manager of NYX Professional Makeup, said: “This is what the future of beauty looks like – interactive, community-driven and rooted in creativity and fun.

We are building experiences that invite players to explore, express, and glamify whether digital or in-person.” This campaign uses experiential marketing rather than just digital ads, letting users engage with NYX products through playful interactions and making brand connections that feel more meaningful and authentic.

Four Beauty-Themed Mini-Games Elevate Participation The NYX Professional Makeup Roblox experience is built around four inventive mini-games, each spotlighting a NYX product while giving players a chance to have fun and experiment. Gluey and Misty, digital characters inspired by the much-loved Face Glue…