'They really want virtual experiences and moments to connect, to engage, and to really be inspired,' said NYX Professional Makeup general manager Yasmin Dastmalchi of young shoppers today.
“We believe that using the latest AR and VR technology is the most compelling way to support product virality,” said Dastmalchi. “It not only allows consumers to try products on virtually online or even on our social platforms, [but also] to experiment with makeup.”The NYX team has been prioritizing “evolving” existing technology to create for more realistic digital experiences, recently launching “MYAIA” — an AR-powered “makeup artist” offering makeup consultations.
“She’s able to scan facial features and create a personalized recommendation of different looks using artificial intelligence,” said Dastmalchi. “We’re really excited to see what comes out of that.” While applying the digital-first approach, NYX has been leaning into partnerships, collaborating with Snapchat to reimagine the“[Snapchat] creates some of the best and industry-leading AR technology,” said Dastmalchi. “We link the idea of consumer touchpoints, like gaming AR and social commerce in one. So…[users] start with a filter, and [it] really allows people to experience our product, so they can see a super-pumped look, hydrated skin.
When it comes to navigating social media — platforms like Instagram and TikTok — in the end, it comes down to the content creators, said Dastmalchi. “It is about finding the right creator that speaks to that platform and really has the right audience that connects with those moments,” she said, referencing a partnership with Walmart and TikTok’s Avani Gregg during Halloween.“We approach experience with retailers through co-creation of collaboration, where we encourage our test-and-learn mentality, and really build robust plans on our platforms to really get the campaign out there,” said Dastmalchi.
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