How NYX is partnering with Ulta to turn its Super Bowl commercial into a 360-degree activation

11 months ago 21

NYX Cosmetics will experience two milestones for the brand this Super Bowl Sunday: It’s first celebrity partnership and its first TV ad.

Undoubtedly the L’Oréal-owned brand’s most expensive marketing endeavor in its 25 years (a 30-second spot runs about $7 million), it seeks to get the most out of the investment with a strategic content rollout, experiential event calendar, exclusive product drop and partnership with Ulta Beauty, all tied to the 30-second commercial.

“We’re really excited to engage with our community in this new way and to bring new audiences to the brand,” Yasmin Dastmalchi, general manager USA at NYX Professional Makeup, told Glossy.

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