YX Professional Makeup has launched a multi-platform marketing campaign to promote the release of their Spring 2021 product collection, which features an augmented reality pop-up shop and a virtual concert by singer-songwriter Bebe Rexha. The AR store is powered by Snapchat, allowing consumers to dive into a fully immersive augmented reality shopping experience within the [nofollow]Triller app, including a virtual try-on and games to play.
Brands are continuing to navigate through the Covid-19 pandemic, with many creating innovative new ways to engage consumers, the NYX Professional Makeup’s augmented reality feature gives consumers a meaningful yet practical experience as they are able to shop from the convenience of their own home.
Breaking the digital mold, the Spring 2021 launch strategy highlights the three brands who developed it, collaborating with Snapchat and Triller to create an end to end immersive shopper experience which first promotes beauty, Snapchats first augmented reality cosmetics pop-up shop as well as the Triller Live concert with Bebe Rexha.
The NYX Professional Makeup leveraged Snap’s Camera Kit to bring the AR shopping experience to life on both the Snapchat and Triller apps, enabling Triller users to try out Snapchat Lenses without the need to leave the Triller platform. It is also another entry point for consumers to access the AR store.
There are a number of access points where users can enter the AR store, there is a custom branded Snapchat Lens in the Snapchat Lens carousel or in the Triller app, users can scan a Snapcode in Snapchat or alternatively, use Snapchat to scan NYX Professional Makeup's Marsh Mellow Smoothing Primer, part of the brand's Spring 2021 collection.
General Manager of NYX Professional Makeup, Stephanie Binette, stated:
"As a digital-first beauty brand, we are always looking to surprise and delight our audience with new and exciting experiences,"
The free Triller concert will take place on December 18, at 5pm PST starring Bebe Rexha in an electrifying performance which will stream on Triller LIVE, Twitch and YouTube. In addition to the concert, Bebe will guide fans to the NYX Professional Makeup AR shopping experience where they can engage with virtual beauty try-ons, arcade-style digital games, and exclusively explore the newest products. The virtual store will remain open to consumers well into 2021, with quarterly updates featuring future launches.
"We are experiencing a very dynamic market and our approach is constantly evolving. With this first of its kind cross-platform virtual integration with Triller and Snapchat, we are shaping new digital and shopping experiences, while offering consumer entertainment in an accessible way."