Just before the new year, L’Oreal’s NYX Professional Makeup revealed its latest venture into the metaverse. On Dec. 20, the brand unveiled its spring 2023 collection virtually via iHeartLand on the Roblox game platform.
As gaming continues to be an area of interest for NYX, the brand launched the "House of NYX Professional Makeup" on Dec. 19 to enable Roblox’s 50 million daily active users to explore the brand's newest collection in a “dream-like interactive space,” according to a news release.
In the "house," users encounter the Los Angeles-based brand’s style and have multiple points of engagement to collect NYX's limited-edition makeup looks for their in-game Roblox avatars. The three looks feature exclusive spring 2023 products: Vivid Matte Brights Liquid Liner ($9), Smooth Whip Matte Lip Cream ($8), Vivid Matte Liquid Liner ($9) and Bare With Me Blur Skin Tint foundation ($14).
NYX’s presence is also spotlighted through a branded “Pink Carpet,” which features emerging artists from iHeartLand's upcoming Artist Chat Series, where users can take selfies with their avatars and chat live with them.
"Every year at [NYX], we release our spring collection by surprising our community with an immersive, social and interactive experience,” Vivianna Blanch, head of marketing, NYX, said in the release.