Rooted in professional makeup artistry and driven by a powerful social media and digital marketing strategy, NYX Professional Makeup has become one of the fastest growing colour cosmetics brands in the world. The aim was to target makeup junkies and make consumers fall in love with the brand by showcasing its panier of bright and unique products.

The launch of NYX Professional Makeup in India had a three-fold objective. First, to educate and drive awareness to the make-up junkies and fans. Secondly, stay true to the brand ethos of being a digital only brand. Third, getting fans to connect with top beauty influencers and build a community in India by utilising social media effectively.

Being a digital only launch, it was critical to make an impact & create buzz using social networks and tools effectively. Many engaging activities were hosted online in order to increase hype around the launch. The winners had to claim their prizes at the store, hence not only generating buzz but footfall too! The promotion of all store launches across India began on the page and were continued on-ground.

The NYX Professional Makeup’s launch was a significant success. The influencers were excited and honoured to be the first ones in the country to experience the launch of the brand. They also directed traffic to (India’s number one beauty e-commerce brand house) where the products were available for purchase.

Quantifiable Results:

  • Facebook Live received an organic reach of 1 million and video engagement of 100K+
  • 1,000+ Organic followers on Instagram in 10 hours
  • The online queue crossed a record 50K+ subscribers in 2 weeks of preview
  • Top 2 franchises of Soft Matte Lip Cream & Liquid Suedes sold out in the first 3 hours
  • The homepage NYX banner generated 2.9 million impressions
  • 257% increase in search for the term ‘NYX’ on launch day
  • 700+ people in queue since 5am despite pouring rains!
  • 85%+ of panier explored & sold