NYX: The Make Up Guru
This article is to look at Nyx cosmetics company, within the bounds of an assignment for our “Introduction to Advertising and Public Relations” class. More specifically, it will provide information about our experience as ambassadors of this brand as well as some interesting features about it.
Our team was first confronted with the difficulty of choosing the most appropriate brand. Taking into account the fact that all the members of the team are girls, and indeed make up junkies, we decided upon a cosmetics company. This company is recognized as an acknowledged and simultaneously cost-conscious brand over the recent years. The products it provides to its clients are numerous, of high quality and within the reach of people of various backgrounds, which is invaluable.
Looking back at the History of Nyx, our team found out that it was founded in 1999 by Toni Ko in Los Angeles. The idea for it came at inception when Ko noticed a massive gap in the beauty industry; the lack of quality makeup products at an affordable price range. Frustrated at the disappointing quality of products at drugstore prices, Ko started her own brand. Within a year, she managed to make $2 million in profit, just by supplying what was missing in the beauty market to the public. Ko sold the brand to L’ Oreal for a price tag of $500 million in 2015.
But what is Nyx anyway? Let’s get down to brass tacks!
Nyx, which was actually named after the Greek goddess of the night (which is attractive to its clientele), is an American cosmetics and beauty brand. It is a subsidiary company of L’ Oréal Paris, the internationally acclaimed brand. When it comes to the target audience of our company, we aim at the vibrant younger women and thus Nyx needs to have cutting edge products and facilities.
A contributory factor, for considering Nyx as the most appropriate brand name to work with, was the fact that it stands out against animal testing. Our team finds its cruelty free policy quite inspiring, especially during times when such efforts are essential to solve at least a part of the environmental sustainability issues. Nevertheless, that is not the only positive aspect of Nyx, as a cosmetics brand. The company’s core value is creativity in combination with respect for differences. It tries to reflect these ideas through their products and work practices, which by itself makes it an innovative company based on ethical policies.
But what about the social media presence…
Another interesting fact that we came across while working as ambassadors for this company is its crushing social media presence. Our team thinks that this is very significant, since the ability to introduce a
brand on social media, as well as the knowledge of how to promote it via these channels is of utmost importance. Getting down to the numbers, we see that NYX Cosmetics ranks fourth on Instagram, among other beauty brands (13.7m followers), according to Tribe Dynamics, a marketing technology company for lifestyle brands. Besides, it boasts above $50 million in earned media value. From February 2016 through February 2017, the company saw its social media engagement grow by 97%.
Apart from the above, what Nyx has achieved is not only an effective partnership with online beauty influencers but also the organization of some media contests like the “luv out loud contest”. In this contest fans are encouraged to upload a one minute-long video on Instagram in which they share how they “luv” out loud (named after a Nyx line of lipsticks), the charity they would like to support, and why they should win.
As our journey as brand ambassadors continues, we found out that Nyx has also sponsored some events, the most well known being the Coachella Valley Music and Arts Festival. The latter is a demonstration of the dedication of this company to its work and to society, as its employees do not only stick to essential work requirements, but are also encouraged to take part in various projects and actions.
All in all, Nyx is known for its creative, ultra-bright, and super-fun products — three terms that seem to constitute an integral part of a successful make-up brand! But what made Nyx to literally “take off” is, undoubtedly, its strong social media presence. So if you are either a “makeup-holic” or just a woman who enjoys taking good care of herself don’t hesitate. Press follow on NYX Cosmetics page and stay tuned!
Team: Kioiloglou Dimitra,
Pelidis Rigo, Fokaeos Theodora
