NYX Professional Makeup, a cosmetics company subsidiary of L’Oréal, announced today its Pride 2022 campaign, “Paint Your Own Story.”
The brand will celebrate the LGBTQIA+ community with month-long activities, featuring digital and physical experiences, live performances, and a first-of-its-kind virtual meta-pride parade.
NYX Professional Makeup has partnered with People of Crypto Lab (POC), a creative and innovation lab devoted to expanding representation in Web3, and The Sandbox, a pioneering decentralized gaming metaverse, to kick off the virtual meta-pride parade on June 24.
NYX Professional Makeup will be the first cosmetics brand to be integrated into The Sandbox. The Web3 initiative will include a uniquely diverse representation of marginalized communities in the form of digital NFT avatars.
The avatar collection was inspired by the brand’s vast hue range, harnessing the transformational potential of cosmetics and emphasizing that beauty is genderless. The brand also believes that by launching this project, it can continue to stimulate consumers’ self-expression.
“We launched our Proud Allies for All campaign in 2020, in an effort to educate our diverse and fierce community on the importance of being an advocate for the LGBTQIA+ community,” said Yasmin Dastmalchi, General Manager for NYX Professional Makeup. “Today, the LGBTQIA+ community is a driving force in so many ways, and we are evolving our allyship to bring self-expression and diverse representation into the metaverse.”
For more information about NYX Professional Makeup’s “Proud Allies for All” and “Paint Your Own Story” campaigns, visit nyxcosmetics.com/proudallies.