Though several companies have already begun to explore the possibilities presented by the world of augmented reality (AR) when it comes to makeup, but so far few have staked out the area of virtual reality when it comes to the merger of beauty and technology. That might be about to change with a new partnership between Samsung and Nyx Professional Makeup.
The Impossibly NYX Professional Makeup experience was created as a collaboration between VR production company Cubical Ninjas, which uses several currently emerging technologies such as lightfield capture to allow beauty bloggers Kristen Leanna, Mykie and Karen Sarahi Gonzales to showcase some of the products on offer and looks that can be achieved with them.
Users will be able to use the Samsung Gear VR controller to select products they would like more information about. At the end of the tutorial experience, users will be offered a special discount on some of the products featured in the tutorial.
“NYX Professional Makeup is a digitally-native brand with millions of followers across our global social media platforms,” said Mehdi Mehdi, VP of Digital at NYX Professional Makeup. “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.”
The partnership was facilitated by Rachel Weiss, VP of Digital Innovation and Entrepreneurship at L’Oreal Usa, NYX Professional Makeup’s parent company. Weiss said of the experience: “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.”
The Impossibly NYX Professional Makeup experience will be available from selected Nyx Professional Makeup stores from 18th December, following by a national roll-out across all stores during 2018.
VRFocus will bring you further information on new and innovative VR products as it becomes available.