OK let me start with the words of Aya Haitham, senior brand manager at NYX. “We brought together two worlds no one expected to see collide, NYX Professional Makeup x Roadsters Diner. For our “If You NYX, You Know” campaign, we decided to do what NYX PMU does best: dare to go big, bold, and completely unexpected. Inspired by our iconic lip combos, we created a limited-edition menu that transforms some of our most-loved NYX Professional Makeup shades and products into a full dining experience, available throughout the entire month of September. A collaboration that challenged the usual, broke category boundaries, and proved that when you dare to think differently, you can create something people don’t just see, they remember.” First and foremost you can watch the video here.
Now, as soon as I read this my mind started reeling. In the brand wheel in my mind, Roadster is certainly not a feminine brand (I double checked with other friends of mine involved in communication and marketing and they seconded my opinion). Which is why I found it very strange to pair it with NYX, a make up brand with all the accoutrements that went with it (a new menu, the chairs being branded, a pink Mercedes with stickers on it, etc…). So all of this in mind, the pairing has indeed “broke(n) category boundaries”, in a positive way however, remains to be seen.
I personally don’t get it. Maybe I am not the target audience, which is why. But if I am to go to Roadster again, I might be requestioning my gender identity.
