How Foxymoron stole young hearts for NYX Professional Makeup launch in India

Case study by Foxymoron for brand launch of NYX Professional Makeup in India, submitted under the category: ‘Best Brand Building Campaign – B2C’ for LI Content Marketing Awards 2017

The Client

L’Oreal India Private Limited (Brand - NYX Professional Makeup). Headquartered in Los Angeles, NYX Professional Makeup was created in 1999 as a line of high-quality, on-trend professional colour cosmetics at attractive prices. Rooted in professional makeup artistry and driven by a powerful social media and grassroots marketing strategy, NYX Professional Makeup has become one of the fastest growing colour cosmetics brands in the world.

This was a brand launch campaign for NYX Professional Makeup in India. The aim was to steal young hearts across the country and make consumers fall in love with the brand by showcasing what it had to offer.

The Agency

FoxyMoron’s roots are based in an experiment. What started off as a summer project in 2008 evolved into something unbelievably enormous! It was the thought of having a good time while doing something we love, doing it because what’s life without a little mayhem, but most importantly, it was about doing things for the fun of it. This very philosophy is what converted our little summer project into one of India’s leading independent digital agencies.

In today’s environment when you have everything from Banks to Birth Control pills and Water Coolers to Air Purifiers with a digital presence, we place innovation above all in order to distinguish our clients from the herd! We always aim to make the brand a little more Foxy. We always do things differently, because we don’t know any other way. This works for us as it leads to thinking outside the box and coming up with ideas like never before. For our clients, it leads to innovative, interactive and impactful award winning work that raises the bar for the industry.

FoxyMoron has conceptualized, created and executed some of the biggest and successful brand led activities in India and our company has grown to become one of India’s leading digital marketing agencies, but nothing else has changed…we still follow the same philosophy!

Problem Statement

Beauty consumers in India were not very aware about the brand and all it has to offer. The complex problem was penetrating the already well established market and furthermore garnering customer loyalty.

Identified Objectives

Facebook launched Facebook Live in April 2016. The aim was to come up with a personal, spontaneous and viral medium to bring people together. Through Facebook LIVE, a user experiences something in that moment and is involved more than ever before. NYX Professional Makeup gained a first mover advantage by using this platform to launch the brand in India.

Hence, using Facebook LIVE to launch NYX Professional Makeup, helped the brand gain viral buzz and establish a brand presence in the Indian market.

The Strategy/Execution

The brand’s international approach is to cultivate relationships with makeup junkies, vloggers and bloggers hence building influencer relationships is in the brand’s DNA. It’s always been NYX Professional Makeup’s aim to make influencers the brand advocates and organically building a community of people who love NYX Professional Makeup.

NYX Professional Makeup wanted to secure a strong foothold in India’s makeup industry and using the international approach the brand focused on building and further strengthening relations with influencers. The brand began segmenting the makeup community into buckets like vloggers, makeup artists, amateur makeup artists and makeup junkies. Since there were no media spends involved, NYX Professional Makeup first had to create its own social community in India.

The idea was to launch the brand in an interactive way where the fans not only connect with the brand but also feel engaged and part of the activation. Being a digital only launch, it was critical to make an impact & create buzz using social networks and tools effectively. The strategy was to do something that no makeup brand has ever done before, so NYX Professional Makeup launched in India via Facebook LIVE with an exclusive brand launch on Nykaa. The Facebook LIVE activation helped drive traffic to Nykaa resulting in booming online sales during the launch.

The brand launch activation was solely digital via Facebook Live. On 8th July 2016 at 7:00 pm, the brand was launched by India’s top 10 beauty influencers via Facebook LIVE. Each influencer hosted a Facebook LIVE on their page simultaneously where they unboxed a huge NYX Professional Makeup bag filled with a wide array of products. They interacted with fans, swatched products and reviewed them live.

Later in the year, NYX Professional Makeup sent India’s top beauty blogger Shreya Jain to attend the Face Awards in Los Angeles where she attended masterclasses with other international bloggers and visited the NYX Professional Makeup headquarters. This created a lot of brand buzz and gave India a presence in the International market.

Congrats @laura_makeup on winning the face awards! Totally well deserved! Loads of luck and love to you! 😘 #sjlovesjewelry #SJinLA #Faceawards @nyxcosmetics @nyxcosmetics_in

A post shared by Shreya Jain | Sjlovesjewelry (@shreyajain26) on

Since the launch was promoted exclusively on digital, it urged people to attend the first on-ground store launch in Mumbai. It all began with an event page on Facebook that created hype and engaged the fans. Many engaging activities were hosted online in order to increase hype around the launch. The winners had to claim their prizes at the store, hence not only generating buzz but footfall too! The promotion of all store launches across India began on the page and were continued on-ground. The brand hosted blogger meet &greets where there were make-up tutorials and various other interactive activities.


The NYX Professional Makeup’s launch of the brand was a significant success. The influencers were excited and honoured to be the first ones in the country to experience the launch of the brand. They also directed traffic to (India’s number one beauty e-commerce brand house) where the products were available for purchase.

Digital Brand Launch

  • Facebook Live received an organic reach of 1 million and video engagement of 100K+
  • 1,000+ Organic followers on Instagram in 10 hours
  • The online queue crossed a record 50K+ subscribers in 2 weeks of preview
  • Top 2 franchises of Soft Matte Lip Cream & Liquid Suedes sold out in the first 3 hours
  • The homepage NYX banner generated 2.9 million impressions
  • 257% increase in search for the term ‘NYX’ on launch day.

Store Launch

  • 700+ people in queue since 5am despite pouring rains!
  • 85%+ of panier explored & sold


Engaging with influencers can be the start of a powerful partnership and it worked very well for NYX Professional Makeup’s launch in India. Influencer marketing expanded our reach and positioning, making our Digital only launch a success. The key to maximizing an influencer strategy is providing valuable content, which is something we executed consistently.

Case study Video

NYX Professional Makeup launch in India

Find out how NYX Professional Makeup India used Facebook LIVE for its big launch. The move helped the brand gain viral buzz and establish a brand presence in the Indian marketAgency: FoxyMoron

โพสต์โดย Lighthouse Insights บน 12 ตุลาคม 2017