Dive Brief:

• NYX Professional Makeup is teaming with TrillerTV on July 8 to debut a social-selling capability within the Triller platform, per a press release emailed to Marketing Dive. The L'Oréal-owned brand and the social media app will launch the click-to-purchase feature during a "Throwback Live" episode on TrillerTV, showcasing the makeup brand's fall 2021 collection.
• Lance Bass, Brandy and JoJo — popular musicians from the 2000s — will face off in a throwback makeup challenge using NYX items. During the live TrillerTV episode, viewers can shop the products by interacting with the new click-to-purchase tool. Viewers also can enter an SMS contest via NYX's website and Instagram page for a chance to win a video call with NSYNC's Bass.
• The new shoppable episode is the latest example of NYX positioning itself at the intersection of entertainment, pop culture, social media and beauty.

Dive Insight:

With NYX's live makeup challenge, the makeup brand is helping to debut a new shopping capability on TrillerTV. The move follows a December activation in which NYX revealed a spring collection through Triller and Snapchat. It included a virtual concert and augmented reality (AR) pop-up shop on Triller, continuing a year-old partnership between the two social apps. NYX's campaign looked to turn passive social media users into active participants — and potentially paying customers — through the virtual shop.

The December campaign, along with NYX's latest makeup challenge, signals how the beauty brand is eyeing social media as a channel to extend its reach among younger audiences who are less likely to consume content on traditional TV.

NYX's throwback challenge between popular musicians is another sign of how the digital media industry is growing more transactional as brands prioritize tangible business outcomes for their marketing campaigns. As brands like NYX seek creative ways to boost sales while nurturing direct relationships with customers, livestreams have emerged as a growing marketing channel.

Meanwhile, Triller is steadily carving out a larger space for itself among social media apps. This spring, its parent company acquired three businesses — Verzuz, FITE TV and Amplify.ai — to build out its artificial intelligence technology and stable of content offerings across music, livestreaming and sports.