NYX collaborates with Samsung to launch VR makeup tutorial

US-based cosmetics firm NYX Professional Makeup has partnered with Samsung Electronics America to launch new virtual reality (VR) makeup tutorial Impossibly NYX Professional Makeup.

The partnership was facilitated by NYX Professional Makeup’s parent company L’Oreal USA and the tutorial has been created in association with creative design agency Cubicle.

Customers can watch three makeup tutorials from beauty vloggers Kristen Leanne, Mykie and Karen Sarahi Gonzales.

They can also use the Oculus-powered Gear VR Controller to view information about various NYX products and buy the cosmetics at a discounted price.

NYX Professional Makeup digital vice-president Mehdi Mehdi said: “NYX Professional Makeup is a digitally native brand with millions of followers across our global social media platforms.

“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 favourite beauty vloggers that they’ve never experienced before.”

Starting 18 December, customers can try the experience in select NYX Professional Makeup stores. It is planned to be released in all 42 stores in the US next year.