Are You Afraid of The Art?
Make relatability the lifeblood of your campaigns.
For its Mon-Star Bash campaign with Universal Pictures, NYX Professional Makeup aims to put a fresh spin on classic horror icons. The cosmetics brand is using its new Halloween SFX collection to bring Gen Z influencers to life as Universal monsters — like vicious werewolf Landon Barker and marvelously mummified Reginae Carter.
To keep the party going, NYX spun an original tune for its campaign music video. The bop has inspired user-generated content from the Mon-Stars and NYX superfans, all sporting the hashtag — #NYXCosmeticsXUniversalMonsters. And the tricks and treats didn’t stop there. The brand also partnered with Roblox to give Ulta Beauty’s Ultaverse users spooky surprises, like Halloween-inspired games, seasonal avatar looks, and more.
By teaming up with influencers and using platforms like TikTok, it’s clear NYX is dead set on scaring up some Gen Z customers. If you’re looking to break into a new audience, start by determining their favorite apps, influencers, and products, and use that knowledge to spin a spine-chilling campaign.
TL;DR: Through its partnership with Universal Pictures, NYX Cosmetics reaches a new audience by transforming Gen Z influencers into Universal Monsters and feeding them snackable, shareable content.
