Ever-popular among Millennials and Gen Z, the makeup brand NYX credits its digital-first marketing strategy as being one of the primary reasons why its products and brand are able to gain the traction that they do among consumers.
NYX was the first beauty brand to use "algorithms created by Olapic," which is a visual marketing platform that is able to decide which of the crowd sourced selfies that consumers submit should be used on NYX's e-commerce site. The use of consumers' everyday makeup selfies on its app and e-commerce sites serves two purposes: it builds authentic connections with consumers, while also evoking a sense of trust in the products themselves.
NYX has managed to establish itself as the beauty company for generations more accustomed to YouTube and Instagram marketing than any other – all due to its forward-thinking, digital-first marketing strategies.
Digital-First Makeup Campaigns
The Makeup Brand NYX Infuses Crowd Sourcing into its Campaigns
Trend Themes
1. Crowd-sourced Marketing - Companies can leverage crowd-sourced content to build authentic connections with consumers and enhance product trust.
2. Digital-first Strategies - Embracing digital-first marketing approaches can help brands appeal to younger generations and stay ahead in the competitive beauty industry.
3. Visual Marketing Platforms - Utilizing visual marketing platforms with algorithmic capabilities can streamline the selection process for user-generated content and improve campaign efficiency.
Industry Implications
1. Beauty Industry - The beauty industry can benefit from adopting crowd-sourced marketing to engage with younger consumers on digital platforms and build brand trust.
2. E-commerce - E-commerce platforms can explore the integration of visual marketing platforms that use algorithms to curate and showcase user-generated content effectively.
3. Social Media Marketing - Social media marketing professionals can leverage the power of crowd-sourced content to create authentic and relatable campaigns that resonate with target audiences.