“We need to create experiences that invite consumers into the brand.”
This sentiment, expressed by NYX vice president of digital Mehdi Mehdi at the WWD Digital Beauty summit earlier this month, is the ethos that keeps the professional makeup artistry brand just as relevant in the mall as it is on Instagram.
"I was driving back on Saturday afternoon from the beach, and I just saw this sign saying 'Skydiving for $95.' And I was like, I can't not sky dive for $95," says Tom Bateman about a moment in Hawaii while shooting "Snatched." #wwdeye (📷: @vsteves; Interview by @ktauer; Styled by @thealexbadia)