BeautyMarketing

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

NYX is redefining how beauty brands connect with the next generation.

Published: Aug 8, 2025 1:07 PM

By Jeanel Alvarado

BeautyMarketing

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BeautyMarketing

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

NYX is redefining how beauty brands connect with the next generation. The beauty industry is undergoing a digital revolution, and NYX Professional Makeup is leading the charge by connecting with Gen Z, where they spend much of their downtime. With gaming now making up 25% of Gen Z’s leisure time and outpacing even social media, the forward-thinking brand has launched an interactive back-to-school experience on Roblox that turns classic beauty promotion into a lively, virtual adventure.

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…

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