NYX Professional Makeup has drawn inspiration from the Japanese snack brand My/Mo Mochi Ice Cream for its latest beauty collection.
Dubbed ‘Love You So Mochi’, the collection features a series of eyeshadow and highlighting palettes that are inspired by the famous Japanese rice cake snack Mochi, which My/Mo Mochi sells in ice cream form. The two eyeshadow palettes feature ten shadows each in a range of matte and shimmer finishes, while the two duo chromatic highlighters come in a range of light-reflecting shades, from baby pink and icy silver to warm yellow.
“The Love You So Mochi collection is a fun treat for the senses and unlike anything we have ever released, featuring soft, pillow-like textures,” said Joyce Kim, VP of Product Development at NYX Professional Makeup, in a statement. “We love that NYX Professional Makeup took inspiration from mochi ice cream, something we have been passionate about for decades,” added Russell Barnett, CMO of My/Mo Mochi Ice Cream.
The collection launches on January 8, and to celebrate, NYX and My/Mo Mochi Ice Cream have teamed up with Uber Eats, to offer shoppers in the Los Angeles area to order in their beauty supplies along with a side of ice cream snacks. The limited offer will run from 2-4pm, and is being dubbed “#MochiMonday.”
“At Uber Eats, we’re continuing to partner with innovative brands to remind our customers how easy and reliable it is to get the food they want, wherever they are,” says Ben Story, General Manager of Uber Eats. “We’re thrilled to use our technology to bring #MochiMonday to life, delivering food — and makeup — exclusively to Los Angeles’s beauty lovers.”
The move is part of a wider trend for innovative makeup and fashion sales techniques. Last November saw beauty mogul Pat McGrath drop a new lip colour collection via artist Maggie Lindemann’s Spotify page, while Japanese retailer Uniqlo unveiled clothing vending machines back in August.