By Allison Watkinson
TLL Reporter
Nyx Professional Makeup has partnered with chef Gordon Ramsey and influencer Holly Ramsay for a promotional cake baking campaign based on the brand’s Buttermelt Blush.
The licensing partnership with the famous father-daughter duo features an exclusive Buttermelt Blush cake recipe by celebrity chef Gordon Ramsey that includes ingredients and colors inspired by the Nyx Cosmetics blush product.
The licensed Buttermelt Blush recipe incorporates almond butter and shea butter, which are also used as key ingredients in Nyx’s Buttermelt Blush product.
The colors used in the cake’s frosting were inspired by the 12 different shades offered in the Buttermelt Blush makeup line.
“I never thought I would be part of a beauty campaign with my daughter, but what drew me to this partnership with NYX was the opportunity to entertain our global audiences in a fun and unexpected way,” said Ramsay. “On top of that, working with my daughter was the icing on the cake!”
Gordon Ramsey’s officially licensed cake recipe was released following a comedic TikTok interaction with Holly Ramsey, after she attempted to bake a cake inspired by the Nyx Buttermelt Blush for her beauty and lifestyle-focused Instagram and TikTok channels.
The celebrity chef released a humorous critique of Holly Ramsay’s cake baking attempt before dropping his own restaurant-quality Buttermelt Blush recipe.
In line with the Nyx Cosmetic’s social media marketing strategy, the brand has since partnered with other chefs and online creators, like Next Level Chef’s Tineke Younger, to join the licensed baking challenge by testing out Gordon’s recipe and posting their own version of the Buttermelt Blush cake on their social channels.
“What sets Nyx apart from other beauty brands is the ability to innovate and collaborate with unexpected partners, like iconic chef Gordon Ramsay,” said Nyx Professional Makeup president, Denée Pearson. “We connect with our communities by being part of the cultural conversations and breaking the boundaries of traditional beauty and entertainment. Plus, who doesn’t love cake?!”
Buttermelt Blush is a cruelty-free pressed powder blush product that is designed to be both fade-resistant and transfer-resistant. Offering up to 12 hours of pigmented wear, the Buttermelt Blush product is currently available for purchase through the official Nyx Cosmetics website, ULTA, Target, Walmart, Walgreens, CVS, JCPenney and Amazon.
Nyx Professional Makeup is a global cosmetics company and beauty brand that focuses on offering high-quality and affordable products in a wide variety of shades, colors and makeup categories.
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