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Beauty brand to debut virtual reality experience in stores

NYX Professional Makeup has a new tool in its beauty case: virtual reality.

NYX and Samsung Electronics America announced the launch of a virtual reality makeup tutorial that merges the world of beauty and technology through Samsung Gear VR. The experience will be available in select NYX stores on December 18, followed by a nationwide rollout across the brand's 42 stores throughout 2018.

The "Impossibly NYX Professional Makeup" experience, created in collaboration with VR production agency Cubicle Ninjas, includes three makeup tutorials lead by top beauty vloggers. Consumers can use the Gear VR Controller to select products they would like to learn more information about, and at the end of the experience, users will receive a special offer to purchase the products featured in the tutorial at a special price.

"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, which is owned by L'Oreal USA. "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."
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