NYX Cosmetics gears up for retail expansion, new branding campaign

LOS ANGELES — NYX Cosmetics has announced increased store placement to coincide with the launch of its spring 2012 assortment.

On the heels of growth in professional, domestic chain and international channels, as well as social media expansion, the additional placement, along with the newly launched branding campaign, will further strengthen brand recognition and awareness, the company stated.

"Within the last year, NYX Cosmetics has experienced significant multifaceted company growth, and we are extremely excited by the continued expansion that strategic retail partnerships and a new branding campaign will afford us," stated Scott Friedman, NYX Cosmetics' CEO. "We are proud of the reputation NYX has built as an attractively priced, professional makeup line, and we look forward to building and reaching a larger group of discerning consumers."

In 2012, NYX Cosmetics will target expansion within its core professional beauty trade outlets, as well as existing partnerships with Ulta and Nordstrom. Expanding on its retail presence at Ulta, the first national retailer to pick up the brand in 2008, NYX will be adding an additional 2 ft. of retail space within the beauty retailer this year. NYX indicated that it also looks forward to continued success with new retail partner Nordstrom. The brand recently launched in approximately 20 doors and anticipates additional placements throughout the year.

NYX Cosmetics also will focus on expansion within its international retail partners. It will grow its presence with German-based beauty retailer Douglas — it currently is in approximately 100 doors throughout Germany and Austria — and will complete the rollout to the remainder of the Douglas stores in Germany and Austria over the following 12 months. In addition, the brand is looking to form strategic partnerships with select retailers in Canada and Australia during calendar year 2012.

NYX Cosmetics also has developed a new branding campaign to further raise brand profile. Themed after NYX Cosmetics' namesake "NYX" — the ancient Greek goddess who ruled the night — the new campaign features three goddesses representing the dimensions of NYX consumers with such taglines as "Be free, Be fierce," "Be bold, Be glamorous" and "Be you, Be daring." The campaign was created by global creative agency SumCreative and can be seen in Beauty Inc., on Style.com and on NYX Cosmetics' newly redesigned website.

The brand recently launched the NYX Cosmetics' Facebook store, which offers exclusive sales and simplified purchases, and it reached its 100,000th Facebook fan in December 2011. NYX Cosmetics also remains a visible beauty brand on YouTube with more than 400,000 user-generated video uploads.

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