Cosmetics company NYX is marching on despite in-person pride parades being canceled during the Coronavirus pandemic.
NYX is hosting the first virtual Pride Parade as part of parent brand L’Oréal’s “Proud Allies For All” initiative. NYX is running the “I March for” virtual celebration throughout June across social media, where it will highlight different posts each day. For the march, NYX created a “Proud Allies” filter and a hashtag, #proudalliesforall. The brand is encouraging fans to use both on their posts in support of the virtual parade, which could further promote the campaign’s educational content, according to a Gartner report on the topic. NYX partnered with the Los Angeles LGBT Center to create a microsite offering video training on community issues and makeup tutorials. For every live tutorial watched on the site, NYX will donate $1 to the Center.
The cancellation of traditional pride parades is not stopping NYX from raising awareness for LGBT causes. A rise in smartphone and social media use during the Coronavirus pandemic could help the brand increase engagement for this year’s campaign. NYX’s digital march also shows how brands are adapting to crisis conditions. By holding the initiative throughout the entire month of June, NYX has the opportunity to tap into new audiences and grow its community. By raising awareness for LGBT issues, NYX could also strengthen its image amongst Gen-Z shoppers, as they show the greatest acceptance of gender diversity and tend to commit to brands that support social causes.
Pivoting from an in-person Pride parade to a virtual experience could help NYX reach a wider audience as the brand’s spotlight’s on LBGT issues connect with fans looking to participate in Pride month from home.