In less than five years, it has established itself as one of the favorite cosmetic brands of beauty addicts. NYX Professional Makeup is not a beginner in the beauty industry.
The brand was born in 1999 in Los Angeles. While young make-up artists look for colorful products at a reasonable price and with a professional quality, NYX, which was previously distributed in beauty salons and professional trade shows meets their expectations.

Intended primarily for make-up artists and amateurs of eyeshadows very colorful, the brand is known to the general public mainly through word of mouth, thanks to the enthusiasm of young professionals. In the 2000s, with the explosion of social networks (YouTube ...), the brand is flying. Until its acquisition in 2014 by the group L'Oréal, which smells the potential of the nugget.

A professional brand at affordable prices

The real highlight of the brand is that it is a professional brand, at affordable prices - lipsticks and pallets to less than 10 euros in chaos! Very complete, NYX offers more than 2000 makeup references. "All make-up enthusiasts find themselves in this professional brand, authentic, creative and sincere, which gives them the means to become make up artist," explains Elise Ducret, director of the brand.

"We work with make-up schools, so future make-up artists to accompany them to their future trades. This professional anchoring is at the heart of our strategy and this is our main challenge, "she continues.

NYX, the 100% digital fast-beauty

Ultra-connected, NYX is a 100% digital brand: from brand content to communication, we do not buy media. We only communicate on social networks: Instragram, Twitter, Snapchat ... ". Since its launch in 1999, the brand has focused on influencers, at the heart of its marketing strategy.
"Our marketing development has been conceived from the beginning via social networks to allow us to have maximum responsiveness to trends: our product development teams are constantly monitoring Instagram," emphasizes Elise Ducret.

The most recent example of a product whose potential was identified thanks to a strong trend on Instagram, that of "lip art", which led to the development of the "lip liner", a pencil that allows to draw the lips. It is also by listening to the needs of make-up artists that the product development department works.

From virtual to reality, from the e-shop to the IRL boutiques

Very active on social networks, the NYX community (500,000 followers on Instagram) is also faithful IRL ("In Real Life"). Because the demand for "experience" in the shop has grown steadily in recent years, the brand has finally decided to offer several "physical" cases to its customers.

Also, with each shop opening announcement, "like" and comments are piled up on networks, and the queue on D-Day is impressive. There are now 16 boutiques in France, with a goal of around 20 boutiques by the end of 2017. And to make it even easier to buy, the brand multiplies the distribution channels. One can of course do its shopping NYX online, but also enjoy the shop in the shop, at Monoprix, Printemps, Citadium and Galeries Lafayette.

With the acquisition by L'Oréal in 2014, the brand could develop faster, but the DNA of NYX Professional Makeup remains the same as in Los Angeles, insists Elise Ducret. "The universe, the experience, the products, everything is the same! This makes the mark "authentic". We operate as in Los Angeles, in start up mode. We are a small, agile, entrepreneurial team and above all passionate about our brand. "

This will continue to attract more and more make-up enthusiasts, for whom novelty, responsiveness and quality of products at "fair" prices take precedence well before any logo.