NYX Professional MakeUp

Cubicle Ninjas



Cubicle Ninjas (CN) developed the Impossibly NYX VR Experience to completely transform the makeup consultation experience of NYX customers. They wanted an innovative, consumer-oriented experience that would switch up the makeup retail game, and that’s exactly what Cubicle Ninjas delivered.






Buying makeup can be a real challenge. What looks good on one skin-tone can make another look sickly, it can be impossible to figure out which lipstick suits you, and don’t even get me started on trying to match a foundation to your face. It makes a girl wish that she could find the perfect look without the hassle of finding a product, applying it, then wiping it off to try the next one. And the next one. Rinse and repeat.


Better yet, if only girls could have a beauty guru at their fingertips to walk them through all the best products and how to apply them expertly to create a cohesive look. It’s tough to be a solo navigator among the sea of eyeshadows, concealers, lipsticks, blushes, contours, highlights, mascaras, eyeliners, foundations, brow gels, and who knows what else. Consumers are in need of expert guidance!






Enter Cubicle Ninjas: armed with Virtual Reality, CN revolutionized the NYX makeup consultation experience, to make it easier, more innovative, and way more fun. This experience allows users to receive a custom makeup consultation and virtually meet their favorite social media influencers for an exclusive beauty tutorial.


Asking for help from store employees is fine, but getting help from famous, trending beauty gurus? Now that’s an unforgettable experience. Gurus expertly demonstrate a makeup look using NYX products so that the user knows exactly what to buy and how to use it to achieve the look.






CN collaborated with Samsung and L’Oréal to design, develop, and execute the application.




CN used light field technology and a 360-degree dynamic environment to project beauty gurus in a NYX Professional Makeup store, completely revolutionizing the virtual reality retail space.




In the app, users are welcomed into a NYX store with a 360-degree view. They receive a customized welcome message from a NYX employee and complete a short survey to determine their skin tone and skin type. Then, consumers select one of three industry leading beauty gurus to lead them through a personalized tutorial. Each beauty guru was linked to their social media accounts so users could confirm which makeup artist’s style seemed like the best fit for them. Before and after photos of their tutorials were also shown to help facilitate the selection.


Next, the beauty tutorial begins! The influencer exclusively uses NYX products, explaining the purpose of each one and how to properly apply it. Images of other influencers sporting the same look hover above the guru’s head. Each time she reaches for a new product, product details pop up so that users know exactly which products they love and want to purchase.




This application garnered a lot of positive attention from customers! Some shared the love online in tweets, which were also integrated into the virtual reality experience. Speech bubbles with user’s praise for the tutorials float beside the gurus as they thank the user for participating.


Making Money


Not only was this super fun for users, but it also became a sales-generating tool for NYX. Upon sign-up, users entered their email and telephone number as well as granted permission to contact them for marketing purposes. After they completed the VR experience, they each received a text from their specific beauty guru thanking them for participating and offering them an exclusive discount coupon- perfect for purchasing the new products they were just introduced to to try them at home!






The Impossibly NYX experience made it easier than ever before to get close with your favorite beauty gurus, learn about their top products, and get educated about professional makeup tips. Long gone are the days of wandering aimlessly around a brick and mortar store- simply pop on the VR headset, select your preferences, and start working alongside your top beauty guru to make all your wildest makeup dreams come true.





STUDIO: Cubicle Ninjas

VR, Marketing, Retail February 21, 2020 by Alvin Manalac