‘We have to be bold’: Lessons from beauty giant NYX’s social media resurgence
Advocating the need to “fight for your project” when it comes to social, NYX’s comms director discusses the value of choosing influencers “wisely”.
NYX Professional Makeup is no stranger to using social media marketing, with an Instagram page boasting 14.5 million followers and a TikTok page standing at 20.5 million likes.
NYX France boosted flat sales by 20% and increased brand awareness by 11% with ‘#TrueIDCard’, a creator-led campaign focused on self-image and identity designed to show how people are forced to erase their true identities on their ID card photo.
“NYX Professional Makeup is really about Gen Z,” says Sarah Kanapa, communications director at NYX, who defines #TrueIDCard as a Gen Z-focused campaign.
