THE WHAT? NYX Professional Makeup has partnered with Megan Thee Stallion to front the launch campaign for its Caramelt Mami Body Oil.
THE DETAILS The campaign supports the debut of the Fat Oil Body collection, marking NYX’s expansion into body care. Caramelt Mami Body Oil serves as the hero product, featuring a formula combining skincare ingredients such as avocado oil and vitamin E with a shimmer finish. The campaign, set to Megan Thee Stallion’s track “Body,” will roll out globally across social, digital and retail channels, with further activations planned. The wider collection includes body oils, lotions, butters and mists across multiple scent profiles.
THE WHY? The collaboration is designed to amplify the brand’s entry into the body care category, leveraging celebrity influence and culturally driven marketing to build awareness and drive engagement with a younger, digitally native audience.
Source: PR Newswire
