# Thematic Super-Villain-Inspired Makeup Campaigns NYX Launches the 'Who Stole Halloween?' Campaign By Debra John | Published 2024-09-23 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/who-stole-halloween References: [prnewswire](https://www.prnewswire.com/news-releases/nyx-professional-makeup-announces-who-stole-halloween-campaign-inspired-by-warner-bros-spooky-characters-and-dcs-super-villains-302255013.html) & [nyxcosmetics](https://www.nyxcosmetics.com/halloween.html) [NYX Professional Makeup](https://www.trendhunter.com/trends/nyx-x-beetlejuice) has launched the 'Who Stole Halloween?' campaign in collaboration with [Warner Bros. Discovery Global Consumer Products](https://www.trendhunter.com/trends/batman-x-blvck-collection), inspired by iconic villains from live-action films and [DC](https://www.trendhunter.com/trends/revolution-beauty-x-dc-supervillains-collection) Super-Villains. This campaign features a diverse cast of reality television personalities, including "DJ Pauly D from Jersey Shore as The Joker, Nene Leakes from The Real Housewives of Atlanta as Poison Ivy, Christine Quinn from Selling Sunset as Catwoman, Cely Vasquez from Love Island USA as Mr. Freeze, Whitney Adebayo from Love Island UK as Freddy Krueger, and Tasia Hafenstein from Love Island Australia as Beetlejuice." Additionally, NYX invites viewers to solve the mystery of 'Who Stole Halloween?' to win a cash prize of $10,000. The narrative unfolds "through a reality-TV-inspired series showcasing the behind-the-scenes aspects of the Halloween-themed photo shoot." Each episode will present clues about the villain responsible for 'stealing' Halloween, with voting encouraged; episodes will be available on NYX's social media channels starting October 1st. Image Credit: NYX Professional Makeup ## Trend Insights (Trend Hunter) - Score: 7.0/10 - Popularity: 93% | Activity: 88% | Freshness: 28% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celebs](https://www.trendhunter.com/celebs) ## Key Themes ### Key Themes Behind This Trend - **Collaborative Pop-culture Marketing:** Brands collaborate with entertainment giants to create campaigns that resonate deeply with fans of iconic franchises. - **Interactive Mystery Campaigns:** Marketing campaigns that incorporate interactive elements like puzzles or mysteries enhance engagement and customer participation. - **Reality-tv Crossovers:** Utilizing reality television personalities in marketing efforts attracts diverse audiences through familiar and beloved public figures. ### Where This Applies - **Cosmetics:** The cosmetic industry leverages themed collaborations to attract niche audiences and turn makeup into a storytelling medium. - **Entertainment:** Entertainment sectors expand their influence by cross-promoting characters and stories in consumer products. - **Social Media Marketing:** Social media platforms become central hubs for interactive and narrative-driven marketing campaigns that capture real-time audience involvement. ## Related on Trend Hunter - [Comedic Horror Cosmetics](https://www.trendhunter.com/trends/nyx-x-beetlejuice.md) - [Horror Doll Makeup Campaigns](https://www.trendhunter.com/trends/urban-decay-x-m3gan.md) - [Playful Party Makeup Collections](https://www.trendhunter.com/trends/party-animals-collection.md) - [Comedy Horror Cosmetics](https://www.trendhunter.com/trends/nyx-cosmetics-x-wednesday.md) - [Savvy Beauty Campaigns](https://www.trendhunter.com/trends/if-you-nyx-you-know-volume-2.md) - [Limited-Edition Spooky Makeup Collections](https://www.trendhunter.com/trends/annabelle-cosmetics.md) - [Holiday Movie Makeup Collections](https://www.trendhunter.com/trends/nyx-professional-makeup-home-alone-collection.md) - [Thematic Holiday Makeup Lines](https://www.trendhunter.com/trends/treatinspired-holiday-2025-collection.md) - [Beauty Horror Campaigns](https://www.trendhunter.com/trends/soft-glam-satin-foundation.md)