L’Oreal’s
NYX Cosmetics
Regional Launches
Regional Store Launches
The Challenge
For the opening of NYX’s newest store in California, our team worked to integrate the brand into the local community. We targeted regional bloggers and influencers for coverage. Top beauty social media stars were invited to the exclusive launch of the store. During the event, our team worked onsite to manage press and interviews, welcome media and manage bloggers. Influencers were able to explore the products, sample them, and get henna tattoos as a memento of the event.
Data-driven results
In an effort to organically infiltrate the community, our team also incorporated NYX in several prominent regional events leading up to the opening. These included expos and fashion shows, that were used to promote brand awareness with locals in the area.
Through our efforts, The Brand Agency was successful in making NYX’s regional store launches a cultural tentpole. By utilizing our contacts throughout the industry, we were able to lock in press before and after the event, focusing on regional press to fully immerse NYX into the community. In addition to securing press coverage, our team relied on our relationships with various beauty influencers to bring even more attention to the store launch.