“We need to create experiences that invite consumers into the brand.”
This sentiment, expressed by NYX vice president of digital Mehdi Mehdi at the WWD Digital Beauty summit earlier this month, is the ethos that keeps the professional makeup artistry brand just as relevant in the mall as it is on Instagram.
Known for its cheap and colorful trend-driven assortment, the L’Oréal-owned NYX was born on social media and its marketing remains 100 percent digital.
But despite its digital prowess, the social-first brand is on a tear with its brick-and-mortar presences with a rapid expansion of its store count. NYX operates 74 international stores, and 25 in the U.S. since opening its first in 2015. The brand is also in mass retailers here, including Target and CVS and is also in Ulta. This year will mark its introduction into prestige territory with a rollout into Macy’s on the docket.
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NYX considers brick-and-mortar stores to be just another experience used to draw in customers.
Millennials and Gen Z suffer from FOMO, according to Mehdi — for the uninitiated, the translation is “fear of missing out.” He cited research that found that 78 percent of Millennials would rather spend money on experiences than products. “The most valuable asset these consumers have is the amount of time and energy they’re investing in your brand,” Mehdi said.
Inside NYX stores is a digital playground, including tablets on which to view video tutorials and view user-generated social media content around specific products. At the flagship location in Manhattan, a digital installation highlights user-generated content in real time.
“Our stores are another experience we’re creating for our customers,” Mehdi said.
Where you won’t see NYX is on television or in a print ad — avoiding traditional media has been a way for the brand to keep its niche appeal while being owned by a global powerhouse.
“We…still rely on word-of-mouth — because it’s not so widespread out there, you feel the need to go tell your friend,” Mehdi said.