The 2022 Super Drop from NYX Professional Makeup features two custom AR Snapchat lenses, a Facial Lens and a World Lens, offering immersive AR experiences for a gamified look at the brand's collection.
The campaign is inspired by the newest NYX Professional Makeup launches, including: the Plump Finish Setting Spray with Electrolytes, the Plump Right Back Primer + Serum, the Plump Right Back Silicone Applicator, the This Is Juice Gloss, the Bare With Me Concealer Serum, the Thick It Stick It! Brow Gel, and All-In-One Smokey Eyeliner Stick.
The Facial Lens gives users plumped skin, hydrated lips and thick brows, while the World Lens takes users through a gamified experience in which they can control an avatar and move in-game by tilting their phone to collect beauty items, boost their speed and unlock mood-lifting gifts, including discounts, products and more.
Soon, NYX Professional Makeup will transform its Union Square (New York) store into a physical-meets-virtual arcade by displaying Super Drop Snapcodes on the windows to invite customers to unlock the AR experience via Snapchat while browsing in-store.
The brand will also be present on social platforms as well as partnering with retailers to boost shoppers’ days with special offerings and prizes.