Nyx success story: how digital marketing has allowed a small brand to become a successful international brand

Like Primark, Nyx is one of those companies which set up their renown thanks to social media. The brand has already opened four stores in France (Toulouse, Marseille, Paris, Nanterre) and will carry on opening new stores.

Nyx is an American make-up brand founded in 1999 by Tony Ko. She started selling her make-up products within network of makeup artist. While the 2008 crisis was for many a hard time for Ko it was the start of her business. During the crisis, women who were used to buying their makeup in department stores such as Sephora begun to buy them in drugstores.  Gradually the brand began to set up its popularity thanks to its good quality but also the price of its products. Indeed, Nyx makeup is  very affordable.

Digital marketing: Nyx's success key

Over the last few year, digital marketing has had a bigger place in companies’ marketing strategy. Indeed, with the development of internet now it is easier to promote and advertize product through the web.

Nyx's main strategy is based on digital marketing

Nyx's strategy is to offer inexpensive and good quality products. To implement its strategy the brand does not advertise at all. It banks on the power of social media. Recently, many brands such as Kiko which became successful thanks to this strategy. These new strategies are changing the beauty market. Currently, the habits of buying cosmetics are developing and brands try to adapt to these new habits.

Youtubers : the news beauty advisors

Today, the place of social media in daily life is becoming more and more considerable. YouTube is the perfect example. In 3 or 4 years, YouTube became a new way to share opinions about products. Makeup brands saw how much they can take advantage of these new promotion channel. When Nyx analyzed  an increases in sales were due to Youtubers' promotions, they benefited from that promotion and did not hesitate to contact them for more promotion or to design makeup.

The power of social media

Today Nyx is one of  the world’s most famous makeup brands such as Mac or L’Oréal, whichis surprising since the brand does not advertise. Nyx’s renown is based on the power of social media to share contents with the whole world. Thus, Nyx became known thanks to social media, especially thanks to YouTube. Gradually, makeup You tubers all over the world started to promote Nyx and the brand popularity increased.

L’Oréal buyout

In 2014, L’Oréal acquired Nyx for $500 million. This acquisition allowed the brand to develop even more, mainly because it benefited from L’Oréal's distribution channels.  Since its buyout, the brand set up in Europe for their fans’ greatest satisfaction. Nyx is also targeting a new kind of segment called « the digital native ». It included 15-24 year-old young women born with the internet. For them, social media became very considerable when buying makeup products.

New stores concept

However, Nyx has not won yet since among customers some  are still reluctant on buying online. A study shows that 47% of French were not “ready” to buy products online. Face with  situation Nyx had to create new innovative stores.

Good quality makeup at affordable prices

One of Nyx’s forces is to offer good quality products at affordable prices. This strategy is more and more used by make-up brands. Among the new brands created over the last few years  many used this type of strategy. They tend to use this strategy because the market has changed. Nowadays customers want to buy good products at affordable prices therefore they are more likely to increase their purchases. According to Nyx French manager the brand claims to be between Kiko, the famous Italian brand and Mac which offers high quality makeup. Moreover, the brand uses its background to increase its renown therefore it emphasizes that its products are professional products.

Today, Nyx benefits from an international renown thanks to digital marketing.