NYX: Taking The Mask Off
This article discusses the interviews that we carried out for our “Brand Ambassadors project” within the bounds of our “Introduction to Advertising and Public Relations” class, led by Ms. Betty Tsakarestou.
Our purpose was to try and get an insight into the persons connected to the NYX brand. In order to achieve this, we had to interview both employees of this company as well as people who use NYX products.
Contacting two NYX employees, fortunately, proved to be an easy task, since one of our team members happened to know a woman, Vana Papadopoulou, who is a beauty blogger and works as Digital Manager of NYX Cosmetics Greece. Thus, Vana helped us with our survey and apart from answering to our questions, she also helped us to contact Christos Mazurek, one of her colleagues and a good friend. Christos is a NYX Cosmetics makeup artist and Brand Ambassador. From our discussions with Vana, we understood that working for NYX was “a dream come true” for her because, as she mentioned, NYX had been her favourite make up brand long before she started working for it. It seems that both Christos and her are very satisfied with their work there; the working conditions, the goals and principles of the company and of course, the facilities they have. The great advantage that they both highlighted was the fact that the company is always open to listening to and acting upon their customers’ wishes. Additionally, the senior executives of the company are also willing to seek out the opinion of the employees, which is of utmost importance in creating an inspiring work environment. They also mentioned that they really enjoyed the fact that they are given the chance to travel a lot, which their job enables them to do.
Before moving on to customers’ interviews, we should also discuss the NYX face awards. Vana Papadopoulou spoke to us with great enthusiasm about the annual NYX Face Awards that are hosted in Greece.
What are the NYX Face Awards?
For 7 years, NYX Professional Makeup have been holding their annual Fine Artistry of Cosmetics (FACE) awards. The competition aims to find the next household name in beauty vlogging through different rounds of makeup challenge videos and one final round live in Los Angeles, California.
Part of Nathalie Kristo — Global Brand President of NYX’s statement provides significant evidence on the high value of this event;
“The Face Awards, has been a platform where a lot of upcoming makeup artists or influencers of today are alumni. We’ve known them since they’ve been starting out. We’ve done what we can to advance them and their careers and we’re really proud of that. We’re really happy to see them grow and flourish.”
But what about the users?
No single company could ever be successful without the support of its loyal clientele. So, we would never be able to make an assessment for our task as brand ambassadors without asking their opinion.
After discussing with some of our acquaintances, we noted that what NYX products users appreciate more is the price of the products in relation to their quality. Customers also seem to appreciate the fact that this brand can offer products for both natural and everyday looks as well as glam looks. Furthermore, our friend Natalia, who is also a cosplayer, when asked about the reason why she would choose NYX over other makeup brands mentioned the great variety of eyeshadows. Of course, she is not the only user who talked about the “amazing NYX palettes” as well as the preference for the Epic Ink Liquid Eyeliner, which was characterized as “a total must” by another interviewee.
We also carried out a series of questions using an Instagram survey to understand what the customers’ views were. The results are presented below:
Team: Kioiloglou Dimitra, Pelidis Rigo, Fokaeos Theodora
Instructor: Betty Tsakarestou
