NYX Brings 'Avatar' to Ulta, Macy's

L'Oreal USA's NYX Professional Makeup leveraged the Dec. 16 release of 20th Century Studios’ "Avatar: The Way of Water" by launching a limited-edition cosmetics collection inspired by the film. The line, which debuted in December, was sold through NYXCosmetics.com and at 24 global retailers, with Ulta and Macy’s stocking it in the U.S. Shoppers could buy the entire collection for $120 or separately purchase the seven individual SKUs, which ranged from a $9 luminescent lip gloss available in three shades to a 24-color eyeshadow palette priced at $40. (While the collection remains available via the brand's direct-to-consumer site, the items are no longer sold at Ulta and only a few marked-down items remain at Macy's.) At Ulta, the collection was merchandised on a striking bright blue table display communicating that the film could only be seen in theaters. NYX promoted the launch with a leaderboard ad on its website along with Facebook, Twitter and Instagram updates that touted the line’s availability at Ulta. The brand also enlisted numerous beauty influencers to create videos showing them using the products, and ran a sweepstakes awarding the full collection to one winner. Consumers entered the sweeps from Dec. 16-18 by responding to designated Facebook, Twitter and Instagram updates. Building on the film’s environmentalist themes, NYX used recycled materials for the vegan line’s packaging. The brand also pledged to donate $1 (up to $50,000) to The Nature Conservancy for every social media post using #NYXCosmeticsForAvatar, #KeepOurOceansAmazing and #AvatarTheWayOfWater from Nov. 30 to Feb. 28. 20th Century Studios’ parent company, Walt Disney Co., is running its own “Keep Our Oceans Amazing” campaign from Nov. 19 to July 31, donating $5 to The Nature Conservancy (up to $1 million) for every creature created for a virtual Pandoran ocean hosted on Avatar.com. "As a beauty brand known for launching the boldest pro-level pigments, we're thrilled to collaborate ... to help bring the vibrant and colorful world of Pandora to life through this unique collection," said Yann Joffredo, NYX global brand president, in a media release. In conjunction with the movie's "Keep Our Oceans Amazing" campaign and The Nature Conservancy's mission, "We pride ourselves in offering mindful cruelty-free and vegan formulas as part of our pledge to take responsibility and offer conscientious products," Joffredo continued. "We are excited to marry these critical initiatives and support another cause that aligns with our core values."

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