NYX pilots new social commerce tech with TrillerTV makeup challenge

Dive Brief:

NYX Professional Makeup is teaming with TrillerTV on July 8 to debut a social-selling functionality throughout the Triller platform, per a press launch emailed to Marketing Dive. The L’Oréal-owned model and the social media app will launch the click-to-purchase characteristic throughout a “Throwback Live” episode on TrillerTV, showcasing the makeup model’s fall 2021 assortment.
Lance Bass, Brandy and JoJo — fashionable musicians from the 2000s — will face off in a throwback makeup challenge utilizing NYX objects. During the reside TrillerTV episode, viewers can store the merchandise by interacting with the new click-to-purchase instrument. Viewers can also enter an SMS contest by way of NYX’s web site and Instagram web page for an opportunity to win a video name with NSYNC’s Bass.
The new shoppable episode is the newest instance of NYX positioning itself on the intersection of leisure, popular culture, social media and sweetness.

Dive Insight:
With NYX’s reside makeup challenge, the makeup model helps to debut a new buying functionality on TrillerTV. The transfer follows a December activation wherein NYX revealed a spring assortment by way of Triller and Snapchat. It included a digital live performance and augmented actuality (AR) pop-up store on Triller, persevering with a year-old partnership between the 2 social apps. NYX’s marketing campaign regarded to show passive social media customers into energetic members — and probably paying prospects — by way of the digital store.
The December marketing campaign, alongside with NYX’s newest makeup challenge, alerts how the wonder model is eyeing social media as a channel to increase its attain amongst youthful audiences who’re much less more likely to devour content material on conventional TV.
NYX’s throwback challenge between fashionable musicians is one other signal of how the digital media trade is rising extra transactional as manufacturers prioritize tangible enterprise outcomes for his or her advertising and marketing campaigns. As manufacturers like NYX search inventive methods to spice up gross sales whereas nurturing direct relationships with prospects, livestreams have emerged as a rising advertising and marketing channel.
Meanwhile, Triller is steadily carving out a bigger house for itself amongst social media apps. This spring, its mother or father firm acquired three companies — Verzuz, FITE TV and Amplify.ai — to construct out its synthetic intelligence expertise and secure of content material choices throughout music, livestreaming and sports activities.