NYX Cosmetics Hosted a Throwback Event Live on Triller
Laura McQuarrie — July 10, 2021 — Fashion
References: glossy.co
NYX Cosmetics recently became the first brand to use Triller’s livestream shopping capabilities with a throwback-themed event that took viewers back to Y2K. The event on the TrillerTV livestreaming section featured pop stars from the 2000s like Lance Bass, Brandy and JoJo, who used items from the NYX Cosmetics 2021 collection to recreate looks from the decade past.
The campaign taps into the growing nostalgia for 2000s beauty and it specifically speaks to Millennial and Gen Z consumers. As Yasmin Dastmalchi, SVP of marketing at NYX Cosmetics, says "We know that the ’90s and 2000s resonate with them. Other ’90s-2000s beauty promotions in the past year have included hair dye brand Hally’s 'Hally Meal' box of Y2K-era toys including Tamagotchis, ColourPop’s 'Lizzie McGuire' collab, Glamnetic’s Y2K-themed press-on nails and INH’s Care Bears collection."
The campaign taps into the growing nostalgia for 2000s beauty and it specifically speaks to Millennial and Gen Z consumers. As Yasmin Dastmalchi, SVP of marketing at NYX Cosmetics, says "We know that the ’90s and 2000s resonate with them. Other ’90s-2000s beauty promotions in the past year have included hair dye brand Hally’s 'Hally Meal' box of Y2K-era toys including Tamagotchis, ColourPop’s 'Lizzie McGuire' collab, Glamnetic’s Y2K-themed press-on nails and INH’s Care Bears collection."
Trend Themes
1. Nostalgic Livestream Shopping - Livestream shopping events that incorporate nostalgic themes from previous decades present an opportunity for brands to connect with younger customers through shared cultural experiences.
2. 2000s Nostalgia - The growing trend of 2000s nostalgia among Millennial and Gen Z consumers presents an opportunity for brands to tap into the emotional connections and cultural references of this demographic through specific products or experiences.
3. Throwback Collaborations - Collaborating with retro pop culture icons and integrating them into marketing campaigns can attract younger customers who are interested in nostalgia and craving cultural experiences from previous decades.
Industry Implications
1. Cosmetics - Livestream shopping and marketing campaigns featuring retro beauty trends and icons could invigorate consumer interest and sales in the cosmetics industry, particularly among younger audiences.
2. Fashion and Accessories - Collaborating with pop culture icons and incorporating fashion and accessories from previous decades as part of retro-themed marketing campaigns could increase customer engagement and inspire new trends in the fashion industry.
3. Toy and Collectibles - Packaging collectibles or promotional products from previous decades as part of retro-themed marketing campaigns could generate buzz and interest among younger collectors and promote innovation in the toy and collectibles industry.
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