NYX Professional Makeup returned to Roblox with an immersive, gamified experience timed for the back-to-school season. NYX Professional Makeup is reaching consumers at scale by merging technology, creativity, and self-expression in-game.

Yasmin Dastmalchi, General Manager of NYX Professional Makeup, said, 

“This is what the future of beauty looks like – interactive, community-driven and rooted in creativity and fun. We are building experiences that invite players to explore, express and glamify whether digital or in-person.”

The partnership brings NYX Professional Makeup to the heart of Roblox culture, meeting consumers in the virtual spaces they love most and providing them an experience to experiment with beauty.

In this new iteration, NYX Professional Makeup transforms Bayside High into a beauty-infused playground, guiding players through beauty-themed mini-games led by Gluey and Misty, digital characters inspired by the brand’s viral Face Glue Gripping Primer and Setting Spray.

There are four beauty games for players as well as exclusive virtual beauty rewards, including in-game cosmetics.

This campaign builds on NYX Professional Makeup’s digital strategy of blending beauty and tech to reach next-gen consumers. NYX Professional Makeup’s takeover of Bayside High School will take place from July 18 through August 29.

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