NYX Professional Makeup to Air First Super Bowl Commercial This Year
NYX Professional Makeup is making its big game debut.
In celebration of the L’Oréal-owned brand’s 25th anniversary, NYX will air its first Super Bowl commercial during this year’s game, which will be played at Allegiant Stadium in Las Vegas on Feb. 11.
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The 30-second spot will celebrate female empowerment while spotlighting one of the brand’s newest innovations, the Duck Plump Extreme Plumping Gloss, which comes in 18 shades and retails for $13.
The milestone marks an extension of the brand’s ongoing efforts to further engage fans in both the sports and entertainment spaces. Last summer NYX rolled out a Barbie-themed makeup collection to commemorate the “Barbie” film’s buzzy release, and in October it signed on as a sponsor of the Brooklyn-based New York Liberty WNBA team during its record-breaking championship run.
“NYX Professional Makeup is a beauty brand rooted in entertainment,” said Denée Pearson, global brand president at NYX, in an email to WWD. “This year we are continuing our viral dynamic with pop culture content made to be loud, colorful and fun; as a powerhouse brand of beauty and culture, we are making our mark on the ultimate entertainment stages around the world.”
On TikTok, the #DuckPlump hashtag counts more than 31.6 million views, while the #NYX hashtag has garnered more than 2.3 billion views.
NYX joins a growing crop of brands seeking to capitalize on the Super Bowl’s growing female audience. Last year E.l.f. Beauty made its big game debut, tapping “The White Lotus” director Mike White and actress Jennifer Coolidge to promote its viral Power Grip Primer, while Fenty Beauty and Olehenriksen also aired spots. Halftime performer Rihanna even pulled out one of her setting powders during her performance to do a touch up — and plug Fenty Beauty.
A 2023 survey from Harris Poll and Marketing Brew indicated roughly 75 percent of women said they would watch the Super Bowl that year, up from 62 percent in 2022.
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