NYX Professional Cosmetics has launched a fresh campaign featuring socialite Paris Hilton and US rapper Saweetie.
Centred on the slogan "If You NYX You Know”, it will feature the pair of “baddies” in amusing sketches to promote the make-up brand’s viral products, such as Butter Gloss and The Face Glue Gripping Primer and Setting Spray.
The short videos will appear on social media and digital channels globally, highlighting the brand’s focus on quality as well as affordability.
Further activity will include billboards and retail takeovers.
Other NYX products set to appear in the promotions include Fat Oil Lip Drip and its newly launched Smushy Matte Lip Balm.
The campaign was inspired by what the brand calls the worst-kept secret in the beauty industry – “that NYX Professional Makeup is the beauty brand of choice, with high-quality make-up at the best prices”, the brand said.
Denee Pearson, NYX’s Global Brand President, said the brand is “in a different league of beauty” and that “no other make-up brand offers quality without some compromise”.
“We were inspired by the fact that baddies from every background genuinely love and use our brand: you can always find a NYX Professional Makeup product even in the most expensive handbag.
“We wanted to share that message in a fun and unexpected way, and what better baddies could illustrate this than the original influencer, Paris Hilton, and the ultimate icy It Girl, Saweetie?
“They prove what our fans already know: why choose, when you can have it all? If you NYX, you know."
Hilton, an heir to the hotel empire, rose to fame in the 2000s, appearing in the US television series The Simple Life with pal Nicole Richie.
The socialite recently turned entrepreneur with the launch of her own skin care range, Parivie, which is part of her media and content company 11:11 Media.
“I have always loved all things beauty and believe that quality make-up should be accessible for everyone,” said Hilton.
“The most incredible products are not always expensive and I can confidently say that NYX Professional Makeup offers quality makeup at the best prices.”
Saweetie, whose real name is Diamonté Quiava Valentin Harper, has previously appeared in campaigns for MAC Cosmetics.
She is known for her ‘icy’ visuals – a play on her debut single Icy Grl.
“I have been a NYX girlie since day one when I was first learning how to do my make-up," said Saweetie.
“This campaign is a beautiful full-circle moment for me, and I always have so much fun working with the icon herself, Paris Hilton.
“[I] cannot wait to see all the glam looks the Icy Grls will be serving this summer."