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
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