NYX Professional Makeup announced the launch of the ‘Game Out Loud’ pride campaign. The initiative aims to bring awareness to LGBTQIA+ bullying in the online gaming world.
Black Gamer Joins New Campaign
The campaign imagery features five LGBTQIA+ talents who bring their passion to life through makeup artistry reflective of their favorite games. One of the influencers representing the new campaign is Black gamer, Glitch. On her Instagram page, Glitch, shared NYX’s reel announcing the campaign. According to her IG, along with being a gamer, Glitch is also a video game remix and cover artist and music producer.
According to NYX, nearly 90 percent of LGBTQIA+ gamers have been harassed about their identities online. With the launch of the ‘Game Out Loud’ campaign, the brand hopes to target hate. To do so, the brand will create safe spaces both in the metaverse and in real life. The brand will offer education and allyship training nationwide.
Safe Spaces and Allyship
The brand is activating safe spaces online on Roblox, Twitch, and nyxcosmetics.com. At the House of NYX Professional Makeup on Roblox, the brand will feature an non-player character. The character will ask visitors to take an allyship pledge. After committing to the pledge, visitors will receive an ally badge for their Roblox avatar to wear.
On Twitch, NYX Professional Makeup will partner with LGBTQIA+ gamers who will host a series of live streams. They will focus on education, ally messaging, and inclusivity. Allyship training and education will also be offered on nyxcosmetics.com. Offline, the brand will feature safe space activations at Pride events in Los Angeles and Paris. The brand will present interactive, immersive experiences at both events open to consumers.
“Our longstanding allyship to the LGBTQIA+ community is a major pillar of our brand values,” said Nicolas Vissat, Assistant Vice President, US Marketing at NYX Professional Makeup. “NYX Professional Makeup stands for artistry for all, and proudly advocates for the community’s freedom of expression online and offline.”