In the USA, NYX Professional Makeup is the cult brand of the growing makeup generation, and was founded in Los Angeles by the makeup artist and young entrepreneur Toni Ko. Since 2015, we have guided NYX Cosmetics, the first in-house startup in the L’Oréal Group. With NYX, L’Oréal is exploring new avenues and stepping away from classical marketing channels and large budgets. In Europe we are building a strong and sustainable community for the NYX brand. The strategy relies on content marketing, influencer relations, and the development of NYX’s own digital platforms. L’Oréal is applying the lessons it has learned from its new in-house startup format to other brands throughout the group.
CLIENT: NYX Cosmetics