- NYX Professional Makeup launched a Halloween campaign, “Mon-Star Bash,” inspired by Universal Pictures’ classic movie monsters, in accordance with a press release.
- The campaign transforms several Gen Z influencers into monsters via looks created by makeup artist Mimi Choi. The social media stars will feature in a music video for an original song that can be deployed across digital platforms.
- Beginning Oct. 1, NYX will even partner with Ulta Beauty’s Ultaverse inside Roblox for a wide range of interactive experiences. The campaign is timed to the discharge of a Halloween product collection.
For its “Mon-Star Bash” Halloween campaign, NYX is bringing together several tactics, including influencers and the metaverse, because it looks to interact with digitally native Gen Z consumers.
“Halloween is at all times considered one of the most important moments of the yr for the brand. We like to stretch the limit with regards to recent artistry and there’s no higher time than Halloween to lean into this,” said Denée Pearson, global brand president for NYX, in an announcement.
As a part of the Universal Pictures tie-up, NYX will use its Halloween product collection to show a handful of Gen Z social media stars into the enduring Universal Monsters. Looks created by makeup artist Choi — known for her optical illusion makeup artistry — will transform musician Landon Barker into The Werewolf; model Reginae Carter into considered one of The Mummi Twins; DJ Phoenix Brown into the Bride of Frankie; and musician Grace McKagan into Drakulah.
The seasonal push also represents NYX’s latest experiment with gaming and the metaverse. The brand in 2022 brought a virtual pride parade to The Sandbox decentralized gaming platform before later teaming with iHeartMedia’s iHeartLand space on Roblox for a series of activations. NYX’s latest Roblox activation pairs it with Ulta Beauty, leveraging the retailer’s existing Ultaverse space to permit consumers to play Halloween-inspired games, customize their avatars and win prizes.
The brand has created an original song as a part of the campaign that can be leveraged across digital platforms and accompanied by a music video featuring the influencer talent. Creating original songs, especially ones that could be remixed and reworked for TikTok, has been a tactic utilized by competitor E.l.f. Cosmetics to great effect.
The campaign also includes an influencer program through which creators will post videos of their very own “Mon-Star” transformations, extending the campaign with the assistance of the content creators most favored by Gen Z. Investment by brands in influencer marketing is growing at a faster pace than for social ad spend overall, with creators poised to learn amid ongoing strikes by Hollywood writers and actors.
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