NYX Professional Makeup, Samsung partner on virtual reality tutorials
NYX Professional Makeup is venturing into the world of virtual reality with the help of Samsung Electronics America. The two companies have announced their collaboration in bringing virtual reality makeup tutorials to consumers, through Samsung Gear VR.
Called the “Impossibly NYX Professional Makeup” experience, it features three tutorials led by top beauty vloggers, Kristen Leanne, Mykie, known as Glam & Gore and Karen Sarahi Gonzalez. Users will be able to use the Gear VR Controller to select products they would like to learn more about, and at the end of the experience, consumers also will receive a special offer to purchase featured products.
“NYX Professional Makeup is a digitally-native brand with millions of followers across our global social media platforms,” Mehdi Mehdi, VP of Digital at NYX Professional Makeup, said. “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 L’Oreal-owned company will launch the virtual reality experience in select NYX Professional Makeup stores on Dec. 18, which will then be followed up with a nationwide expansion over the course of 2018.
“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,” Rachel Weiss, VP of digital innovation and entrepreneurship at L’Oreal USA said.
MAC brings VR-powered mirror to stores
MAC Cosmetics is letting its shoppers swatch lipsticks and eye shadow in-store as easily as they can take a selfie. Through a partnership with augmented reality technology-provider ModiFace, the beauty brand recently launched the Virtual MACover — an AR-powered virtual try-on mirror — to its stores.
With one touch, consumers can sample various shades of lipstick, eye shadow and blush as if they were trying them on in person — without having to actually do so. Aside from giving users a chance to sample bold looks, the mirror also gives consumers a rundown of the products used within the look. Users can then email themselves this list and immediately shop for all the right shades, either in person or online.
The offering is being used as a complement to its salon offerings, allowing users to have their virtual look recreated IRL by a professional artist.
The company and partner ModiFace believes these elements will make self-shopping for any product a lot easier. ModiFace said that its technology ensures that each of the machines map the looks 30 times per second, making the end result something hard to distinguish from real life.
“[This offering will] provide an unprecedented level of realism and fidelity that bring to life our brand’s unique sense of color and artistry,” Tim Tareco, MAC senior vice president of global creative, visual merchandising and store design, said.
The Emerson Group goes prime time with ‘The Profit’
The Emerson Group went prime time on the Dec. 12 episode of CNBC’s “The Profit.” The show’s millionaire business fixer Marcus Lemonis turned to Matt Poli, executive vice president of marketing at Emerson, and his team to review the potential behind a new skin care brand in the show’s latest episode.
The episode saw Lemonis travel to Garrettsville, Ohio to help save the business of Monica Potter, star of the television series "Parenthood." Potter started a home goods store near her family in rural Ohio and, according to the clip above, is looking to expand into the consumer packaged goods beauty business.
This isn't the first time Poli and Lemonis have shared a stage together.
Earlier this year, Lemonis joined The Emerson Group for its 10th Annual Retail Industry Day in Philadelphia as the keynote speaker." [The Profit] is really not about business. It uses business as a backdrop, as a vehicle, to get the message across. The show is really about [people]," Lemonis told a room packed with Industry Day attendees. That focus on people is the true differentiator for small business, he added, and it's how successful entrepreneurs break through the clutter.
"I've always wanted my legacy to be; How do we get people to think differently about business and attach a personal perspective to it? How does that, over time, not level the playing field with 'big business,' but how does the small business owner get an edge?" he asked.
It's that passion for the small business owner that Lemonis will deployed in his attempt to help Potter take her business back to the black.