NYX Professional Make Up ‘glued’ a drag queen to a Westfield White City, London, billboard to promote its latest launch.
The activation, which took place 18 January, coincided with the launch of Face Glue Primer, which promises consumers a ‘glue level grip’, according to the brand.
The drag artist entertained passersby, shouting: “Don’t mind me! Just a six-foot drag queen hanging off a billboard.”
NYX’s Face Glue Primer combines grip with a soft-focus finish.
Formulated with hydrating polyglutamic acid and maple syrup, known for its grip, the primer is claimed to feel comfy on the skin while appearing undetectable under make-up.
It launches alongside Face Glue Setting Spray, a transfer resistant setting spray.
Both products retail for £8.99.
L’Oréal-owned NYX has become well-known for its entertainment-led marketing campaigns in a bid to appeal to Gen Z consumers.
Last year, it onboarded celebrity chef Gordon Ramsay as an unlikely beauty ambassador, alongside his daughter Holly Ramsay.
The British TV star created a cake recipe based on the make-up brand’s Buttermelt Blush.
For 2024’s Super Bowl, meanwhile, NYX teamed up with American rapper and Grammy winner Cardi B on a 30-second advert.
The advert provided a humorous, NSFW take on the sensation created by NYX’s viral Duck Plump High Pigment Lip Plumping Gloss.