In their latest brand adventure into the Metaverse, NYX Professional Makeup has entered Roblox in a partnership with iHeartMedia, expanding their connection to the world at play. As gaming continues to be an area of focus for the brand, merging beauty and ensuring digital is part of the shopping journey has been key. The “House of NYX Professional Makeup” in iHeartLand’s immersive world launches on December 19, where 58.8 million daily active users on Roblox will have the chance to explore the brand’s newest collection in a dreamlike-interactive space.
Every year at NYX Professional Makeup, we release our Spring Collection by surprising our community with an immersive, social, and interactive experience, said Vivianna Blanch, Head of Marketing NYX Professional Makeup. As one of the leading and fastest growing cosmetics brands, we partnered with iHeart, the top entertainment and leading audio brand, to drop our Spring Collection as they drop the latest in today’s music. We are excited to immerse Roblox users into the world of entertainment, artistry, digital cosmetics and self-expression.
This latest integration with iHeartMedia will close out another year of digital experiences and growth in the metaverse for the brand, following the success of their Meta-Pride that brought diverse representation to the metaverse, creating the world’s first beauty DAO, GORJS, and more.