NYX Professional Makeup is launching its “Game Out Loud” campaign to raise awareness on anti-LGBTQIA+ bullying in online gaming, featuring five well-known LGBTQIA+ talents.
The featured talents include digital creators Brian Diaz and Frederic Chen, makeup artist Lilly Teel, influencer Martin Corona, and musician and producer Glitch, who bring their passion to life in the campaign by recreating elaborate makeup looks inspired by their favorite games.
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According to NYX research, 90% of LGBTQIA+ gamers have been harassed about their identities online. By drawing attention through the jaw-dropping work of the LGBTQIA+ content creators, NYX puts the spotlight on the importance of targeting hate and creating a safe space in both the metaverse and real life.
With “Game Out Loud,” the make-up and beauty brand is focusing on developing safe spaces on Roblox and Twitch.
At the House of NYX Professional Makeup in iHeartland, found on Roblox, the brand will feature a non-player character asking users to take an allyship pledge before continuing. Visitors will then receive an ally badge for their Roblox avatar.
Users can also access exclusive online merchandise inspired by NYX’s existing "Proud Allies For All" program.
On Twitch, NYX will be partnering with LGBTQIA+ gamers to host a series of live streams focusing on allyship, education, and inclusive messaging.
"Our longstanding allyship to the LGBTQIA+ community is a major pillar of our brand values. NYX Professional Makeup stands for artistry for all, and proudly advocates for the community's freedom of expression online and offline,” stated Nicolas Vissat, assistant vice president of US marketing at NYX Professional Makeup.
NYX has been a long-standing ally of the LGBTQIA+ community, working on advocacy through a yearlong partnership with the Los Angeles LGBT Center and ongoing donations, community events, and volunteering.
As part of the “Game Out Loud” campaign, NYX will also be offering educational courses and allyship training on its website.
Known as a digital-forward makeup brand, NYX has made the LGBTQIA+ community a core part of its branding and a recognizable expression of innovation and creativity.
