Affordable makeup brand Nyx is forging ahead with digital stores
Nyx, an affordable makeup brand available at stores like CVS and Target (but not higher-end Sephora), opened its first storefront late last year, and five more locations are slated to follow in 2016.
The stores, in addition to expanding on the product offerings that customers can find in the drugstore, are putting the digital experience front and center. According to Nathalie Kristo, svp of global marketing and business development, the goal is to give shoppers the power to create makeup looks, get inspiration and share their own photos in-store using technology; ultimately, Nyx wants to empower them to buy.
To drive those purchases, the digital stores place an emphasis on user-generated social media content.
In Nyx stores, all of which will be opening in California, shelf displays are outfitted with an item scanner and digital screen. When a customer scans an item, the screen will come alive with all of the user-generated content tagged with that specific product, down to the exact shade, powered by Olapic, a visual commerce platform. If an item doesn’t yet have any tagged images, customers will be directed to share their own content to be featured in the store. The screen will also show price and product reviews.
Social content comes into play elsewhere in the store on a broader scale in the form of a digital content wall. Makeup trends, top-selling items and most-liked products appear on the wall and, with a tap, users can learn more about the featured products and find them in store.
“Nyx has an online community of millions of beauty fans, and we want our stores celebrate the new generation of makeup lovers and give shoppers a unique experience,” said Kristo. “We took an interactive approach with our stores in order to create a welcoming environment for consumers to find their style.”
Nyx is also incorporating video tutorials into the stores in the form of a “Beauty Bar,” a hub for digital screens that display video blogger content.
Nyx’s digital strategy is similar to Sephora’s, but Nyx will be introducing it to a younger demographic with lower prices. At Sephora’s digital store in California, LED displays show trending content and in-store makeup tutorials are led both by a store associate and follow-along how to videos. While Sephora can offer a digital experience led by content for hundreds of brands, Nyx’s stores are designed to give the customer control over a one-on-one brand experience, according to Kristo.
It’s not just the highly visual beauty industry that’s jumping on user generated content as a tool to drive sales. Sperry, which works with e-commerce software platform Demandware alongside Nyx, uses social media-pulled content to inspire shoppers to customize their own pair of Sperry boat shoes online.
“Everyone is moving toward a customized experience,” said Rick Kenney, head of consumer insights at Demandware. “The in-store display or the online store should feel personal.”
‘The biggest theme is uncertainty’: How coronavirus has changed the wedding industry
Over the last five months, couples and wedding vendors alike have set up new ways of working together.
The end of schmooze: How coronavirus has upended the time-honored practice of industry networking
Schmooze, integral to tentpole industry events, is largely on hold this year. Was it really necessary to do business after all?
‘The most influential people aren’t on social’: Why amplification is not key to Team Epiphany’s influencer strategy
In the latest episode of Digiday's weekly show The New Normal, Coltrane Curtis talks about his company's unique influencer marketing strategy.
SponsoredFrom pop-up to permanent: Three trends driving digital transformation in 2020
By Dries Buytaert Brands have displayed rapid innovation over the past few years, building pop-up stores seemingly overnight to test new retail, product and marketing concepts. Now, as a result of COVID-19, something similar is happening digitally, with brands operating on compressed timelines to launch digital-first “pop-up” businesses — except unlike typical pop-ups these are […]
‘We’re letting Facebook grade their own homework’: Here’s how advertisers’ desired changes differ from overall boycott
The overall goals of civil rights advocates organizing the boycott differ slightly from those of advertisers.
How Facebook’s brand safety audit with the Media Rating Council will work
The MRC audit will determine whether Facebook has applied an advertising adjacency standard into its brand safety protections.