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."