NYX’s 'Game Out Loud' creates safe space for LGBTQIA+ community in the metaverse

Global cosmetics brand NYX Professional Beauty has launched its ‘Game Out Loud’ anti-bullying campaign, advocating for the LGBTQIA+ community in the metaverse.

Data revealed that nearly 90% of LGBTQIA+ gamers have been harassed about their identities online. With the launch of the 'Game Out Loud' campaign, the cosmetics brand aims to change this by targeting hate.

The campaign imagery features five LGBTQIA+ talents, who bring their passion to life through makeup artistry reflective of their favourite games.

Creators and gamers featured in the campaign include (L to R): Brian Diaz (he/him), Frederic Chen (he/him), Glitch (she/her), Lilly Teel (she/her), Martin Corona (he/him).

The House of NYX Professional Makeup in iHeartLand on Roblox - a gaming site in the metaverse – will feature an allyship pledge focused on LGBTQIA+ education. Allyship training, developed in partnership with the LA LGBT Center, will also be available at nyxcosmetics.com.

NYX, together with the Los Angeles LGBT Center, defines a safe space as: "A place free of conflict, criticism, judgment or potentially threatening actions where homophobic, transphobic, racist, and sexist put-downs and remarks will be addressed".

The virtual world features an NPC (non-player character) that will ask visitors to take an allyship pledge, which will earn users an  'ally badge' for their Roblox avatar to wear. Virtual merchandise (also known as UGC) will also be available for active Roblox users.

On Twitch, NYX is partnering with LGBTQIA+ gamers who will host a series of live streams that will focus on education, ally messaging, and inclusivity.

Nicolas Vissat, Assistant Vice President of US Marketing at NYX, commented: "Our longstanding allyship to the LGBTQIA+ community is a major pillar of our brand values.

"NYX Professional Makeup stands for artistry for all, and proudly advocates for the community's freedom of expression online and offline."

NYX Professional Makeup's Proud Allies for All campaign, in collaboration with the Los Angeles LGBT Center, celebrates the LGBTQIA+ community year-round. To date, NYX has raised over $500,000 to various global LGBTQIA+ organizations.