# NYX x Cardi B Duck Plump

> Cardi B’s Duck Plump ad passed 2 million YouTube views as its TV version was cut.

- Owner: NYX Professional Makeup (L’Oréal); creative by McCann New York
- Kind: Campaign
- Sector: Beauty & personal care
- Seed date: 2024-02-09
- Peak date: 2024-02-12
- Spread Score: 43 (Notable, provisional), v1.2
- Mechanics: Controversy, Transgression, Platform jump, Press loop, Newsjacking

## Summary

NYX released a Cardi B ad online before the Super Bowl. A shortened TV version pointed viewers to the uncut film. Press covered the restriction, Reddit users shared the joke, and L’Oréal later credited Duck Plump among its growth drivers.

## Timeline

- 2024-02-01 — NYX Professional Makeup (YouTube) — NYX released a Cardi B teaser and launched the Cherry Spice shade.
- Feb 2024 — NYX Professional Makeup and Ulta Beauty (Retail) — NYX held product trials, photo opportunities and giveaways at five Ulta stores.
- 2024-02-07 — Glossy (Press) — Glossy detailed NYX’s Ulta partnership and planned rollout around the Super Bowl spot.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/nyx-cardi-b-duck-plump

Cite as: How It Spread (2026). “NYX x Cardi B Duck Plump.” Case HIS-00887. Spread Score v1.2: 43/100. Updated 2026-10-15. https://howitspread.com/id/HIS-00887