Makeup & Cosmetic
NYX Launches Back-to-School Campaign Through Roblox Experience
NYX Roblox Back-to-School Campaign Blends Beauty and Virtual Play
Beauty Meets Gaming in NYX’s Latest Digital Experience
NYX Professional Makeup returns to Roblox for a dynamic back-to-school event called NYX Roblox Back-to-School, reshaping digital beauty trends. This exciting collaboration combines creativity, interactivity, and self-expression inside Roblox’s top school-themed experience, Bayside High School.
With over 23 million monthly users, Bayside High is the perfect setting for reaching Gen Z audiences through immersive, beauty-inspired gameplay. NYX Professional Makeup continues blending beauty and tech in innovative, community-driven ways that attract young consumers in their favorite digital spaces.
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Reaching Gen Z Where They Play Most
Today, Gen Z spends 25% of their free time on video games instead of scrolling social media. Recognizing this shift, NYX creates a beauty journey Gen Z can play, not just wear. The NYX Roblox Back-to-School initiative fully integrates the brand into Roblox culture.
“This is what the future of beauty looks like—interactive, fun, and rooted in community,” said Yasmin Dastmalchi, NYX Professional Makeup General Manager. The brand designed a virtual experience inviting players to experiment with beauty through digital gameplay.
Beauty Mini-Games That Bring Fun to the Classroom
In this campaign, NYX transforms Roblox’s Bayside High into a creative beauty playground, guided by two digital hosts—Gluey and Misty. These characters represent NYX’s popular Face Glue Gripping Primer and Setting Spray.
Explore Four Beauty-Themed Mini-Games
Smushy Track Race
Race through vibrant obstacles and mochis, inspired by NYX’s Smushy Matte Lip Balm infused with mochi rice powder.
Dessert Pairing Game
Match flavorful Smushy Matte Lip Balm combos with hungry customers in a virtual dessert shop.
Face Glue Scavenger Hunt
Search for hidden Face Glue Gripping Primer bottles scattered across the virtual school campus.
Makeup Class Showdown
Design personalized makeup looks in a classroom setting and vote for classmates’ favorite creations.
Unlock Exclusive In-Game Beauty Rewards
Players can collect digital items such as a Gluey Backpack, Mochi Shoulder Pet, and a pink Baseball Cap with Hair. These rewards enhance the virtual glam and celebrate players’ creativity.
A Continued Commitment to Digital Beauty
The NYX Roblox Back-to-School campaign builds on NYX Professional Makeup’s ongoing digital strategy. Past campaigns include Pride activations like Game Out Loud and Halloween events with ULTAverse on Roblox.
From July 18 to August 29, Bayside High becomes the ultimate beauty gaming destination.
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