“If you’re shopping online, you can’t try products on. We need to get as close to that as possible with user-generated content.”
NYX was named #19 in the L2 Digital IQ Index of 106 beauty brands. The firm noted that NYX “continues to excel in shoppable UGC onsite with a filterable library based on a campaign hashtag.” NYX has been such a standout that parent company L’Oreal, with more than 20 beauty brands in its portfolio, cited the brand’s “very strong” growth in the first quarter of 2016.
Many retailers talk about being customer-centric, but NYX walks the talk. “We work with our customers as a way to differentiate us as an authority in the beauty space,” said Merlini. “We’re doing guided selling and all those things, but in a NYX way.”