Last month, MAC Cosmetics announced the launch of an augmented reality mirror that allows customers to preview how certain MAC shades and looks will appear when applied to their own faces. Also, Sephora Virtual Artist is a tool that lets people try on makeup products virtually before they are purchased online.


But what is the big news?

The big news is that on December 11, NYX Professional Makeup announced  a launch that merges the world of beauty and technology like never before through Samsung Gear VR. The association allows both brands to develop an innovative  way of shopping at the intersection of beauty and technology.


Who created it and when will it be released?


NYX Professional Makeup is a digitally-native brand with millions of followers across  the global social media platforms and the VR experience, named “Impossibly NYX Professional Makeup“, was created in collaboration with VR production agency Cubicle Ninjas and it will be available in select NYX stores on December 18, followed by a nationwide rollout across the brand’s 42 stores throughout 2018.

The person who facilitated the partnership with Samsung is  Rachel Weiss, VP of Digital Innovation and Entrepreneurship at L’Oreal USA – the parent company of NYX Professional Makeup. Weiss said “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.”


What is the process?

The experience  includes three visually stunning makeup tutorials lead by top beauty vloggers Kristen Leanne, Mykie (also known as “Glam & Gore”), and Karen Sarahi Gonzales. Besides seing the turorials mentioned, 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 the users will receive a special offer to purchase the products featured in the tutorial at a special price.


The aim of this project

Mehdi Mehdi, VP of Digital at NYX Professional Makeup, said “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.”