Makeup company teams up with DraftKings for Super Bowl

L’Oreal-owned Nyx is back for another year at the Super Bowl, looking to specifically connect to millions of American women.

Kiss and makeup

The company, which has already run a series of TV ads with Cardi B during the build-up for the previous title game, is once again exploring exciting new opportunities to connect with potential customers by teaming up with DraftKings and leveraging its social media marketing prowess.

This time around, Nyx will be running the social media campaign "The Big Kiss," which is designed to entice a large audience and reveal more about the company’s branded products in the process. The Big Kiss has to do with the unspoken tradition of athletes celebrating their victories with a kiss from their significant others.

DraftKings contest and Super Bowl celebrations

The idea is to have Nyx join this proud tradition and, perhaps, get a little something out of it. Apart from exploring this masterstroke of publicity, Nyx is similarly going to fund DraftKings’ free-to-play contests with prizes running up to $60,000.

Nyx General Manager Yasmine Dastmalchi has celebrated the opportunity to team up with one of America’s most significant betting companies, arguing that the Super Bowl will be fittingly watched by 58m American women.

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