NYX Cosmetics Retail Stores
Bringing Social Media Trends into Physical Retail
🏆 WWD Most Innovative Brand of the Year (2016)
NYX Professional Makeup was a cult favorite among social influencers but lacked a physical retail footprint. The challenge was to launch their first brick-and-mortar stores without losing the digital connection that defined the brand. We needed to translate "9,000 stars" (the online community) into one store.
We seamlessly integrated social media into the physical store environment through a network of interactive digital experiences:
The Product Scanner: A tool allowing customers to scan any product and immediately see how real people were wearing that specific shade on Instagram.
The Beauty Bar: A tutorial station featuring custom how-to videos from top beauty vloggers.
The Trending Wall: A large-scale display showcasing rising User Generated Content (UGC) and real-time social feeds.
The Palette Builder: An interactive console that gamified the shopping experience, letting users customize their own makeup palettes.
Results:
Brand of the Year award from WWD.
+2 Million new Instagram followers gained.
50% Growth in the #nyxcosmetics hashtag usage.
9,000+ fan photos featured in-store.
