Latest news with #NYXProfessionalMakeup
Campaign ME
16 hours ago
- Entertainment
- Campaign ME
How NYX, Safa Siddiqui & Hypermedia turned a fan comment into a citywide campaign
It started with a fan's comment and ended with Safa Siddiqui's face wrapped across an entire city. NYX Professional Makeup didn't just launch their Face Glue Primer, and Hypermedia didn't just run a campaign. Together, they branded Dubai. From the beating heart of Sheikh Zayed Road to the can't-miss areas of Dubai's iconic neighborhoods, NYX Professional Makeup in collaboration with reality star Safa Siddiqui and Hypermedia's OOH network, transformed a product launch into a citywide spectacle. 'This campaign redefined what impact means. It wasn't advertising; it was a citywide statement. Fueled by audience demand, powered by precision, and executed at full scale, this takeover became a masterclass in how global brands, regional voices, and media giants collide to create real-world dominance,' said Ghada El Kari, Chief Strategy Officer of W Group Holding, the parent company of Hypermedia. Dominating the city Safa Siddiqui wasn't just a face on a billboard; she was the soul of the story. 'Safa, a billboard isn't enough. I want that entire road stamped with you, that's when I know I'm in Dubai.' This one fan's cheeky remark became the spark for a citywide takeover. Hypermedia took the message literally and rolled out an OOH strategy that stamped Safa and NYX across every major corner of Dubai. What started as a moment on social media became a co-creation with her community. The campaign's physical presence was as disruptive as its message. At the center: a full wrap of Dubai Metro station. Along Sheikh Zayed Road, 13 massive LED bridges, part of Hypermedia's 'The Artists' collection, pulsed with the NYX Face Glue Primer campaign, reaching millions in one of the region's most heavily trafficked highways. View this post on Instagram A post shared by Safa/صفا Siddiqui (@safa_dubai) Inside Dubai's urban arteries, Hypermedia's 1,316 metro screens delivered high-frequency exposure to over 800,000 daily riders, while 256 screens across Majid Al Futtaim malls reached over 400,000 daily shoppers, amplifying the campaign's luxury yet youthful feel. But perhaps the crown jewel was Hypermedia's Royal Palm Collection 'The Gems Network' with digital screens placed in elite neighborhoods. This was NYX's royal moment, blending mass reach with prestige. The numbers proved the impact: About 180 million impressions, 1.9 million reach, and a 39.33 per cent penetration rate on Sheikh Zayed Road and the Gems Network alone, a performance any media planner would envy. 'You asked, and we delivered, not just one billboard, but the entire city,' said El-Kari. The moment Hypermedia revealed the SZR metro station wrap featuring Safa, social media erupted with excitement. Requests poured in, demanding more visibility, more Safa, more NYX. TV star Safa Siddiqui reflected on the collaboration, 'I think it's really important to understand the brand's value and really immerse yourself in the brand's vision. It's not enough with so much content out there to produce something that's not extraordinary and bold enough to be remembered whilst being authentic and true to your audience.' According to Sarah Versari, Brand Director for NYX Professional Makeup in the GCC, the integration of OOH into the broader media plan was crucial, 'We're obsessed with being disruptive and loud with our incredible launches, and for a campaign as fun as Face Glue, OOH was just the perfect fit. Safa's now-iconic pose wrapped across a Dubai Metro station was a truly unmissable visual statement. Our social strategy started the awareness and engagement frenzy online and OOH brought a scale, visibility, and physical proximity into the real world that fans of NYX and Safa couldn't help but celebrate'. The build-up of NYX's campaign starring Safa Before dominating Dubai's streets, NYX laid the foundation with a digital-first campaign tailored for the region. NYX as a brand thrives on bold, unexpected collaborations, in the GCC, that spirit came to life with the launch of 'NYX TV', a locally driven content platform designed to reflect regional pop culture and conversation. The debut episode, styled as a reality TV format, starred Safa Siddiqui (Dubai Bling) and Dounia Al Ibrahim (Love Is Blind Habibi), tapping into the region's obsession with drama-driven storytelling. The response was instant: 250 thousand engagements and a flood of positive comments confirmed the strategy was resonating. The momentum didn't stop there: over 100 influencers were activated across platforms, and NYX hosted a massive, immersive launch event at Attaché in Riyadh, bringing the Face Glue experience to life ahead of the campaign's entry into Dubai's landscape. The talk of the town More than impressions or clicks, this campaign became a moment. For Ghada El Kari, this is exactly what modern marketing should look like, 'When a brand, an influencer, and a media network move in sync, the result isn't just exposure, it's cultural relevance. The NYX Face Glue Primer campaign became the talk of the city because it was everywhere people looked and exactly where they were already engaged. This is the future of advertising: not just counted impressions, but memorable moments mentioned on every tongue.' In a market increasingly defined by attention scarcity, the NYX – Safa – Hypermedia collaboration showed how the right formula of cultural insight, media innovation, and influencer resonance, can drive real visibility and deeper connection. They didn't just advertise in Dubai. They took it over. View this post on Instagram A post shared by Safa/صفا Siddiqui (@safa_dubai) Campaign Credits: Client: L'Oréal Middle East Creative Agency: Brandizer Media Agency: Wavemaker Outdoor Media Partner: Hypermedia, subsidiary of W Group Holding PR Agency: Qraft
Yahoo
19-05-2025
- Entertainment
- Yahoo
NYX Professional Makeup Partners with Rising Queer Artists for "Pridemix" Campaign Spotlighting Underrepresented Voices in Music
Global beauty brand continues to advocate for the LGBTQIA+ community, merging self-expression in makeup artistry and music. LOS ANGELES, May 19, 2025 /PRNewswire/ -- NYX Professional Makeup, the industry leader in inclusive and bold makeup artistry, is turning up the volume in this year's Pride campaign. The beauty brand announced today the launch of "Pridemix," a vibrant celebration of queer artistry at the intersection of music and makeup. Through a series of short videos, the campaign will spotlight the voices of three emerging queer musicians: featuring R&B artist, Destin Conrad, alternative pop star Zolita, and GRAMMY-nominated R&B sensation, Tiana Major9. The videos, which will be shared on NYX Professional Makeup's social and digital channels, feature the three artists sharing their individual stories of celebrating authenticity, the exploration of their queer identities, and how this translates to their music. "Authenticity is important to me—from the words that I sing, to the people I surround myself with, to the brands I work with," says Destin Conrad. "I'm excited to work with NYX Professional Makeup because they are true allies of the queer community." "As a queer pop artist, makeup is an integral part of my self-expression," says Zolita. "I'm very proud to partner with a brand that has always championed unrepresented voices, especially emerging artists or those in the LGBTQ+ community." "I'm grateful to NYX Professional Makeup for giving me another platform to tell my story of queer love and heartbreak," says Tiana Major9. "Creating music about your life can make you feel vulnerable, but it's also incredibly empowering -- I'm proud to share my journey with this community." As a brand rooted in community with a strategic focus on entertainment, "Pridemix" launches on the heels of the brand's latest music initiative, NYXTAPE, which launched in January in collaboration with emerging female artists. The beauty brand has historically supported emerging artists within their community and continues to pave new paths for beauty in music and entertainment. "At NYX Professional Makeup, we don't just celebrate our LGBTQIA+ family during Pride month; we celebrate them and their artistry every day," said Denee Pearson, Global Brand President at NYX Professional Makeup. "With the launch of Pridemix, we're shining a light on the underrepresented voices of queer emerging artists, while celebrating their artistry through makeup. Music and makeup are the ultimate connectors. Looking good and feeling good go hand-in-hand, so why not bring the two together to create the ultimate remix for Pride?" NYX Professional Makeup celebrates the LGBTQIA+ community year-round through its Proud Allies for All campaign in partnership with the Los Angeles LGBT Center. Through donations, community events, volunteering, and a Global Allyship training featured on the brand is committed to allyship in action. NYX Professional Makeup has also donated over $500K to global charities in an effort to continue to scale their support for the community worldwide. This year's Pride campaign builds on NYX Professional Makeup's history of celebrating the LGBTQIA+ community, including past campaigns like "Family Can't Be Framed" featuring House of Avalon and "Game Out Loud" featuring queer gamers. To learn more about "Pridemix," visit and @nyxcosmetics on Instagram and TikTok. MORE ABOUT THE ARTISTS: Destin Conrad – Known for his smooth vocals and genre-defying blend of R&B and pop, Destin brings vulnerability and soul to every track. His debut album, which launched April 25, explores the intricacies of navigating Black queer love in the digital age. Zolita – A hyperpop innovator whose cinematic storytelling and unapologetic lyrics celebrate queer love and rebellion. Zolita's music is both defiant and deeply personal, creating space for fans to feel seen, empowered, and free. Tiana Major9 – A powerhouse vocalist blending reggae, soul, and R&B with messages of love, resilience, and liberation. Her upcoming releases delve into self-love and healing, underscoring her journey as a queer woman of color and inspiring listeners to embrace their own narratives. ABOUT NYX PROFESSIONAL MAKEUPNYX Professional Makeup is a modern, digitally native makeup brand on the forefront of today's emerging beauty trends. A leader in the global color cosmetics industry, NYX Professional Makeup is an affordable professional makeup line with every shade, color and tool needed to create makeup artistry at every level. Rooted in a professional artistry heritage, NYX Professional Makeup boasts a successful multi-channel approach at the forefront of digital and retail. A social media pioneer, NYX Professional Makeup is one of the most influential and top-ranked brands, and is followed by top beauty vloggers, Instagram stars, and their millions of fans. While headquartered in the heart of Los Angeles, NYX Professional Makeup is a global brand available in more than 70 countries at thousands of retailers consisting of specialty beauty and fashion stores, freestanding shops and beauty supply stores, as well as on View original content to download multimedia: SOURCE NYX Professional Makeup Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
