THE WHAT? NYX Professional Makeup is marking Pride 2022 with a new campaign, named “Paint Your Own Story.”
THE DETAILS The brand has month-long activities planned to celebrate the LGBTQIA+ community, featuring digital and physical experiences, live performances, and a virtual meta-pride parade.
NYX Professional Makeup said, “To launch the virtual meta-pride parade on June 24, NYX Professional Makeup has tapped People of Crypto Lab (POC), a creative and innovation lab dedicated to increasing representation in Web3, and The Sandbox, a leading decentralized gaming metaverse.”
THE WHY? Yasmin Dastmalchi, General Manager for NYX Professional Makeup, commented, “We launched our Proud Allies for All campaign in 2020, in an effort to educate our diverse and fierce community on the importance of being an advocate for the LGBTQIA+ community. Today, the LGBTQIA+ community is a driving force in so many ways, and we are evolving our allyship to bring self-expression and diverse representation into the metaverse.”
NYX Professional Makeup has donated more than US$150,000 to longtime partner, the Los Angeles LGBT Center.