December 11, 2017 – Samsung Electronics America, Inc., in partnership with NYX Professional Makeup, today announced the launch of a virtual reality makeup tutorial Samsung through Gear VR.
The ‘Impossibly NYX Professional Makeup’ experience, created in collaboration with VR production agency Cubicle Ninjas, leverages technologies such as lightfield capture, to bring users closer to NYX Professional Makeup brand ambassadors. The experience includes three makeup tutorials lead by beauty vloggers. Consumers can use the Gear VR Controller to select products they would like to learn more information about, and at the end of the experience, users will receive an offer to purchase the products featured in the tutorial.
“NYX Professional Makeup is a digitally-native brand with millions of followers across our global social media platforms,” said Mehdi Mehdi, VP of Digital at NYX Professional Makeup. “We aim to seamlessly incorporate digital into everything we do, and see virtual reality as the new frontier in the beauty industry. Our community is passionate about their connection to beauty influencers, and Samsung’s Gear VR technology provides our customers with a level of immersion and proximity to their favorite beauty vloggers that they’ve never experienced before. We are thrilled to continue to push the envelope using cutting-edge technology, and are ecstatic to partner with a best-in-class company like Samsung.”
Rachel Weiss, VP of Digital Innovation and Entrepreneurship at L’Oreal USA – the parent company of NYX Professional Makeup – helped shape the experience, along with the facilitation of the partnership with Samsung. Weiss commented: “The retail landscape is rapidly evolving, and we’re evolving with it. We have been reinventing the future of beauty services for years, and we see this partnership as the natural evolution to that. Through VR, we’re creating more dynamic, personalized experiences that add value for our customers in a new and personalized way.”
The Impossibly NYX Professional Makeup Gear VR experience will be available in select NYX Professional Makeup stores on December 18, 2017, followed by a nationwide rollout across the brand’s 42 retail stores over the course of 2018.
“Technology is changing the way we live our lives: people and brands are experimenting and accomplishing things in ways we never thought possible, in part due to immersive, accessible technologies like Gear VR,” said Marc Mathieu, Chief Marketing Officer at Samsung Electronics America. “Together with L’Oréal and NYX Professional Makeup, we are transforming the beauty retail experience with virtual reality and reinventing how brands connect with their consumers.”
Image credit: Samsung
About the author
Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he has been covering XR industry news for the past seven years.