NYX Professional Makeup, an American cosmetics company owned by L’Oréal, has unveiled its newest metaverse initiative.
The “House of NYX Professional Makeup” experience, which is housed in iHeartLand’s immersive world on Roblox, is meant to present the brand’s makeup Spring 2023 collection, with visitors able to explore it digitally.
While touring the House, users are also able to collect limited-edition makeup looks from the NYX Professional Makeup’s new collection for their avatars.
The House of NYX Professional Makeup experience will be available on Roblox starting today, December 19.
This latest Web3 initiative is part of the brand’s goal to deliver a mix of virtual and real experiences while also welcoming younger generations. NYX Professional Makeup has been quite active in this regard.
In June, it launched GORJS, the world’s first DAO dedicated to encouraging the growth of the 3D artist community and its evolving approach to makeup in the metaverse.
In May, the makeup brand launched its Pride 2022 campaign, “Paint Your Own Story,” and entered the metaverse with a first-of-its-kind virtual meta-pride parade.
The cosmetics industry, like fashion, is a long-established way for people to express themselves and their personalities in the real world. Nonetheless, as internet and social media usage grows, younger generations feel it necessary to build their identities also within the digital realm.
A recent report from Roblox, shows, in fact, that the metaverse and virtual clothes allow younger generations to express themselves more freely than they would in real life, and the same may be said for cosmetics. This represents a trend and desire that is expected to grow as the metaverse, new technologies, and VR and AR devices become more sophisticated.