MI 201 Assignment 3: NYX Cosmetics

What is NYX?

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Image description: white text on a black background reads: “NYX / NIKS / NOUN – GODDESS of the night.”

NYX Cosmetics (pronounced “Niks”) is a popular drugstore beauty brand that can be found in over 70 countries. Founded in Los Angeles in 1999, the professional makeup company was purchased by L’Oréal in 2014. Their products are high-end in quality but priced affordably. NYX is also known for being a cruelty-free brand (only technically now, because L’Oreal tests on animals). NYX uses many social media platforms to cultivate an online community of makeup enthusiasts, made up of both professionals and amateurs alike. NYX uses Facebook, Twitter, Instagram, YouTube, Pinterest, Google+, and Snapchat to showcase its products and customersa community.

NYX on Facebook

NYX does a great deal with their Facebook presence. They post photos, videos, and links related to their products. There is an events section, and NYX also promotes contests and giveaways. The NYX Facebook also has a section for product reviews where other Facebook users can post. Facebook users can also post in the main visitor’s section of the page. NYX typically posts to the page 1-3 times per day, but there are some days when they do not post any content to Facebook. As of April 2016, NYX has over 1.1 million page likes on Facebook.


NYX has 565K followers on Twitter and has been using the platform since May 2009. They frequently tweet and post images and videos. They frequently tag other users in tweets when posting things like makeup tutorial videos, and they retweet content from users who are talking about and wearing their products. As with most brands on Twitter, there is a customer service and support role to their account at times when a user tweets at them about an issue. Overall, NYX engages with its users on Twitter through retweets, promotion, and other interactions. They tweet about when they are doing on their other social media profiles too, like Pinterest. NYX has a strong following and longevity on the platform, which contributes to NYX’s relevance in the media environment. That engagement is a factor in the company’s success offline.

Instagram: “tag #nyxcosmetics to be featured”

NYX Cosmetics’ Instagram bio reads: “Professional makeup for all. 💄 Proudly cruelty-free! 🐰 Tag #nyxcosmetics to be featured.” They currently have 6.6 million followers, putting Instagram at the top of their social media presence. NYX frequently reposts images of people wearing their makeup, hence their use of the hashtag #nyxcosmetics. They also promote new products, store openings, contests, giveaways, and other events. NYX has one account for their global brand—many languages can be seen in the comments sections of their Instagram posts.

NYX Instagram

NYX Cosmetics Instagram – iPhone screenshot

NYX on YouTube

NYX has a YouTube channel with over 89,000 subscribers, and the channel has received over 4 million views since its creation in 2007. NYX mainly posts tutorials detailing how to achieve certain looks with their products. They also post videos of footage from makeup events and award ceremonies. One of the primary ways that they engage with their YouTube audience is by holding contests or “challenges,” where other beauty vloggers create looks based on a theme or prompt. Their YouTube audience gets to then watch and vote on the submissions to determine the finalists.

NYX on Snapchat

NYX is on Snapchat as nyxcosmetics. Because of the nature of the platform, it’s hard to say what kind of content they usually post or how many “friends” they have. In a recent snap added to their story, they were promoting Coachella and some of the “essential NYX” products you should bring or wear to a music festival. The NYX Snapchat is not promoted as widely as their other social media accounts. It’s not listed on their official website, only in their Instagram bio.

NYX on Pinterest

NYX’s Pinterest profile reads: “Fall in love with our seductive collection of professional quality makeup. Proudly cruelty-free and PETA endorsed!” Their profile consists of 17 boards with themes such as “Rainbow Tones,” “Goddess of the Night,” and “Office Chic.” They have 61.1K followers. Pinterest reportedly has at least 100 million active users, 85% percent of whom are women.

NYX Cosmetics in the Blogosphere

Beauty bloggers can amass anywhere from hundreds to thousands to millions of followers across the most popular social media platforms. Here are two examples of blogs that mention NYX products.

#nyxcosmetics Across Twitter

Search #nyxcosmetics on Twitter and you will see posts just minutes and hours apart. Here are two examples:

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[Source] Image description: screenshot of tweet from Beauty In The Boxes @roxxeebeauty: “Favorite #mattelipstick shades from @NyxCosmetics #swatches #nyxcosmetics [heart eyes emoji]” The attached image shows swatches of five lip colors on a light-skinned forearm: Rome, Cannes, Zurich, Stockholm, and London.

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[Source] Image description: screenshot of tweet from emme @moonlightminke: “I always see people using NYX Control Freak, but some reviews say it does nothing. Does it work?! Anyone?! #NYXcontrolfreak #nyxcosmetics [monkey covering eyes emoji]” Underneath is a reply from i am me @shipsquiat: “it works”.

Two More Examples


NYX OMBRE BLUSHES REVIEW + SWATCHES| New at the Drugstore 2016 – ReadySetGlamour (English)

NYX Cosmetics in the Media Environment

NYX Cosmetics has created a robust presence on the web across almost all relevant social media platforms. Their audience of primarily young women across the United State and beyond are already very active on social media, and they often come together and interact in the #NyxCommunity. The NYX brand fits naturally into the wider genre of beauty blogging, beauty and lifestyle vloggers, and the average social media enthusiasts.