NYX PROFESSIONAL MAKEUP: SMUSHYMART
SOHO - NEW YORK, NY
Developed a bold, immersive consumer experience strategy to launch Smushy, NYX Professional Makeup’s latest lip innovation, in a way that drove cultural relevance, consumer engagement, and brand buzz. Designed as “Smushy-Mart,” the pop-up transformed traditional product sampling into a playful, multi-sensory retail moment—inviting consumers to smell, taste, and try the matte lip balm within a highly experiential environment built for discovery, interaction, and shareability. The experience reinforced NYX PMU’s disruptive brand voice while creating a standout launch moment designed to capture attention both in-person and across social platforms.
— You’ve stumbled upon something more than a bodega. This is not your average quick-stop shop. This is the Smushy-Mart — a bold and delicious mini-mart filled with unexpected moments, playful ingredients, and sensorial twists on every shelf. You’re not here to grab paper towels or pick up a bag of chips. You’re here to grab selfies, pick up vibes, and experience the unexpected. Get immersed in the world of Smushy. Have a NYX day!
TEAM:
Group Creative Director: Ariel Zuckerman | Associate Creative Directors: Amanda Jacobs, Nour Fawaz | Art Director: Alice Choi | Graphic Designers: Joanne Zhang, Yiwen Tu | 3D Environmental Design: Morgan Purtell
