NYX combines AR, AI and machine learning to redefine digital beauty engagement
Winning Best GenAI Experience as well as Gold in the Fashion & Beauty category at The Drum Awards for Digital Experience is NYX Professional Makeup. Here is its award-winning entry.
The NYX Beauty Bestie experience fuses AR, AI and machine learning with NYX’s professional artistry
Challenge
Gen Z is a generation in constant flux, exploring who they are and experimenting with their identity. Along this journey, makeup plays an important role. It provides a universal language for self-expression, helping them externalize who they are today. But it can be challenging to find affordable expertise, and products that move as fast as they do. NYX Professional Makeup challenged us to create a beauty tool that vibed with their evolving style.
Idea
We saw an opportunity to create a tool that empowers people around the world to express themselves, leveraging the power of Snap AR.
Meet NYX Beauty Bestie, your always-on makeup BFF. This is a first-of-its-kind AR experience serving daily makeup looks, the season’s hottest trends and game-changing advice from NYX Pro Makeup artists.
It’s always on, 24/7, powered by technical breakthroughs that open up all-new levels of personalization. Combining cutting-edge AR, AI and machine learning technology with looks co-created by NYX’s professional makeup artists – Beauty Bestie guides you to your perfect look.
With hands-free gestures and Snap’s inclusive camera, the real magic happens – conjuring up that flawless look with just a nod and swipe. Ob-sessed. So whether you’re conquering the ‘color diva’ vibe or crafting your own, Beauty Bestie’s got your back. Together, we’re democratizing NYX pro makeup artistry for all.
Innovation
The NYX Beauty Bestie experience, a fusion of AR, AI and machine learning with NYX’s professional artistry, offers a personalized and interactive beauty journey. Utilizing machine learning, it provides tailored recommendations, real-time virtual try-ons and targeted makeup tips, enhancing user experience with precision.
Key to its innovation is its shoppable feature, integrated within Snapchat. Users can explore and instantly purchase NYX products directly through the app, merging discovery with instant access to their favorite makeup. This strategic implementation not only boosts engagement but also facilitates direct conversions, making it a seamless blend of technology and commerce.
Launched in phases for continuous enhancement, the experience has reached millions, democratizing beauty tech by making professional advice and advanced AR looks universally accessible. The NYX Beauty Bestie redefines digital beauty engagement, transforming how users interact with and purchase makeup in today’s digital-first world
Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration, check out more winning Awards Case Studies.