NYX Professional Makeup has partnered with Samsung Electronics America to launch a Virtual Reality Makeup Tutorial. The immersive experience uses Samsung Gear VR. The brands say they are "pushing the boundaries of shopping at the intersection of beauty and technology." 

The Impossibly NYX Professional Makeup Gear VR experience launched yesterday in select NYX Professional Makeup stores, and will roll out nationwide across the brand's 42 retail stores throughout 2018.

The experience, created in collaboration with VR production agency Cubicle Ninjas, leverages several key technologies, including lightfield capture, to bring NYX Professional Makeup fans closer than ever to their brand ambassadors. It includes three visually stunning makeup tutorials lead by top beauty vloggers Kristen Leanne, Mykie (also known as "Glam & Gore"), and Karen Sarahi Gonzales.

Consumers use the Gear VR Controller to select products they would like to learn more information about, and at the end of the experience, they receive a special offer to purchase the products featured in the tutorial at a special price.

Mehdi Mehdi, VP of digital at NYX Professional Makeup, explains, "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."

Rachel Weiss, VP of digital innovation and Entrepreneurship at L'Oreal USA – the parent company of NYX Professional Makeup – was instrumental in helping shape the experience, as well as facilitating the partnership with Samsung.

Weiss says, "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."

Marc Mathieu, chief marketing officer, Samsung Electronics America, adds, "Together with L'Oréal and NYX Professional Makeup, we are transforming the beauty retail experience with virtual reality and reinventing how brands connect with their consumers."