Like Big Butts? NYX's Four Giant Inflatable Butts Turn Santa Monica Pier into a Cheeky Rainbow

Monday at the Santa Monica Pier got a whole lot more colorful - and a whole lot more cheeky - when NYX Professional Makeup unleashed four massive inflatable backsides in vibrant shades of orange, green, lavender, and rose. These larger-than-life assets, each measuring a cheek-dropping 15 by 48 feet, stood proudly along the boardwalk, turning heads and cameras faster than the Pacific breeze could ruffle a bikini.

What began as a promotional activation quickly became the hottest rear attraction in Santa Monica, with crowds gathering to gawk, giggle, and snap photos of the delightfully plump quartet. "It's ass!" shouted one pair of young men.

The eye-catching quartet wasn't just blowing hot air; the colorful crew was strategically placed to tease NYX's upcoming product launch (running April 13-14).

Whether it was the bold orange that screamed "sun-kissed," the fresh green that popped like a California smoothie, the soft lavender that felt positively dreamy, or the romantic rose that had everyone blushing, each inflatable had its own irresistible personality. Passersby couldn't help but do double-takes at the perfectly sculpted, gently jiggling displays that transformed an ordinary pier stroll into a full-blown booty parade.

For those who arrived camera-ready (and let's be honest, who didn't take a few cheeky close-ups?), the scene offered endless angles and endless laughs. The inflatables swayed playfully in the ocean wind, catching the light just right and making every shot Instagram-worthy. In a world of boring billboards and standard pop-ups, NYX went full cheek - and delivered four times the fun, proving that sometimes the best way to make an entrance is from behind.

If these four vibrant, air-filled beauties are any preview, NYX's big reveal is bound to be equally uplifting and full of color. Next time you're wandering the pier and spot something that makes you stop and stare, remember: the best promotions don't just stand out - they really stick out in all the right places.

NYX Professional Makeup's cheeky promotional stunt with the four giant inflatable butts (in orange, green, lavender, and rose) at the Santa Monica Pier - and simultaneously in NYC's Madison Square Park - was a playful teaser for their major product launch announced today, April 14, 2026.

A couple walk by 48 foot wide butts

The brand is expanding beyond its traditional face makeup focus for the first time in its 27-year history by entering the body care category with the new Fat Oil Body collection. This 16-piece line marks NYX's bold move into body oils, butters, lotions, hair and body fragrance mists (available in four scents), and other hydrating formulas. It even includes a limited-edition Fat Cheeks Butt Mask - which perfectly explains the oversized, colorful inflatable "cheeks" used in the activation.

The campaign's "cheeky" theme (literally) ties directly into the playful, body-positive vibe of the new products. The giant inflatables were designed to grab attention, spark guesses from the crowd, and hint at something "plump," "juicy," and fun coming soon. With the reveal happening on the final day of the two-day activation (April 13-14), the stunt successfully turned heads and built buzz across both coasts.

The Fat Oil Body collection will roll out to NYX's global brick-and-mortar retailers starting May 1, 2026. It's positioned as an extension of NYX's popular "Fat Oil" lip products into full-body hydration and scent, giving fans affordable, artistic, and irreverent options for head-to-toe glow.

In short, those four vibrant, jiggling butts weren't just for laughs - they were the ultimate rear-end preview for NYX's first big step into body care. If the promotion was any indication, the launch is set to be just as bold, colorful, and uplifting as the inflatables themselves. Keep an eye on nyxcosmetics.com or your local retailer for the full drop!