Twitch and NYX Professional Makeup: Creating a highly involved campaign

When NYX Professional Makeup wanted to harness the power of live and interactive entertainment to drive awareness and purchase-intent for their makeup line, they looked no further than Twitch. Seeking expertise from Twitch’s Advertising team and Brand Partnership Studio, the teams worked together to create a one of a kind campaign which reached makeup and makeup tutorial lovers combined. The activation starred Twitch streamer Lumenti, who used NYX Professional Makeup to create a magical "Galaxy" look live on stream, using various NYX Cosmetics products. Sumi Chumpuree-Reyntjes, Sales Director DAC, and Victoria Schulz and Katrin Hartmann from NYX Professional Makeup will discuss the thinking behind this activation and how this hugely successful campaign drove high results, engagement and awareness to NYX Professional Makeup's target audience; showing how brands can benefit from Twitch’s holistic advertising approach.