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Case Study: NYX Cosmetics

NYX Cosmetics, the LA-based professional makeup brand known for high-quality, professional makeup at accessible prices, is a leader in the global color cosmetics industry. The global cosmetics brand, available in more than 70 countries at thousands of retailers, is also one of the most socially savvy cosmetic brands in the world, boasting an almost cult-like online following, including 5 million followers on Instagram.

The Challenge

Shopping for makeup on the web is a challenging process due to the many factors that impact a buying decision, i.e. skin type, skin color, eye color, and more. NYX was seeking a seamless way to efficiently produce & feature high-quality, authentic visual content that would inform a user’s purchase decision and enhance the overall e-commerce experience. Furthermore, NYX was looking to extend the online experience to the offline environment and create a more engaging experience in store for its consumers.

The Solution

With Olapic’s help, NYX is able to leverage its loyal fan base to build a large library of user-generated content (UGC) that provides consumers a realistic & accurate portrayal of what its products look like on users with similar features.  Olapic’s platform enables NYX to tag its UGC to specific products – down to the shade level – and publish it across their site, which has become invaluable to consumers, as well as the brand.  In order to translate that online experience offline, NYX introduced digital screens throughout their stores, allowing users to scan a barcode and see UGC associated with that product, implemented a “Selfie Wall”  to encourage consumers to share their photos via #NYXCosmetics, and developed new tools to educate on their products.

  • 93
    Customers who interact with UGC have a 93% higher AOV than those who don’t
  • 7
    Shoppers interact with an average of 7 user-generated photos per visit
  • 320
    Shoppers who engage with UGC on the site convert to customers at a rate 320% higher than shoppers who don’t

" We couldn’t be happier with NYX’s relationship with the Olapic team, who’ve been true partners at every step of the journey. The speed with which Olapic has developed and grown its platform has exceeded my expectations—every time I log in, I discover a new feature that significantly improves the experience. The results to date have been tremendous. "


Associate Vice President, Digital NYX Cosmetics

The Look

NYX Cosmetics uses Olapic on their homepage, galleries and product detail pages to leverage UGC throughout their sites.

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