NYX Cosmetics Celebrates Retail Expansion and New Branding Campaign

LOS ANGELES, March 8, 2012 /PRNewswire/ -- Today, NYX Cosmetics, the professional makeup line known for offering a full line of "affordable luxury" makeup products, announces increased store placement to coincide with the launch of their Spring 2012 assortment. On the heels of a very successful year which included significant growth in professional, domestic chain, and international channels as well as social media expansion, this additional placement along with the newly launched branding campaign will further strengthen brand recognition and awareness. 

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"Within the last year, NYX Cosmetics has experienced significant, multi-faceted company growth, and we are extremely excited by the continued expansion that strategic retail partnerships and a new branding campaign will afford us," said Scott Friedman, NYX Cosmetics' CEO. "We are proud of the reputation NYX has built as an attractively-priced, professional makeup line and we look forward to building and reaching a larger group of discerning consumers."  NYX's strong presence in thousands of professional beauty stores throughout the nation and the dramatic same store sales increases that their brand following has generated is a testament to the core values of the brand.

In 2012, NYX Cosmetics will target expansion within their core professional beauty trade outlets as well as existing partnerships such as ULTA and Nordstrom. Expanding on their already strong retail presence at ULTA, the first national retailer to pick-up the brand in 2008, they will be adding an additional two feet of retail space within the beauty superstore this year. They also look forward to continued success with new retail partner, Nordstrom. The brand recently launched in approximately 20 doors and based on early success, anticipates additional placements throughout the year.

NYX Cosmetics will also focus on expansion within their international retail partners. They will grow their presence with German-based beauty superstore, Douglas (they are currently in approximately 100 doors throughout Germany and Austria) and will complete the roll out to the remainder of the Douglas stores in Germany and Austria over the following 12 months. Additionally, the brand looks forward to new strategic partnerships with select retailers in Canada and Australia during calendar year 2012.

To capitalize on this growing retail expansion and projected sales growth, NYX Cosmetics has also developed a new branding campaign to further raise brand profile. Themed after NYX Cosmetics' namesake "NYX" (the ancient Greek goddess who ruled the night), the new campaign features three unique goddesses representing the many dimensions of NYX consumers with taglines such as "Be free, Be Fierce," "Be Bold, Be Glamorous," "Be You, Be Daring." The campaign was created by full-service global creative agency, SumCreative, and can be seen in Beauty Inc., on Style.com and on NYX Cosmetics' newly redesigned website.

"Our goal in creating this campaign was to appeal to our range of consumers through an empowering, yet feminine creative platform," said Toni Ko, Founder and Chief Creative Director of NYX Cosmetics. "The NYX woman is fun, fierce and sexy so we wanted to create something that would spotlight these different sides of her personality."

NYX Cosmetics' current and anticipated expansion can be attributed to their core brand values exemplified in their communication dialogue and outlets in the social media space.  From the inception of social media sharing platforms, NYX has always valued the avenues as a means to share information with customers and receive feedback on their brand and products.  The goal for 2012 is connectivity, and their strength lies in an organic outreach method marked by word-of-mouth growth, user-generated content and active involvement in contest and video tutorials. Additionally, they just launched the NYX Cosmetics' Facebook store, which offers exclusive sales and simplified purchases, and reached their 100,000th Facebook fan in December 2011.  NYX Cosmetics also remains one of the most visible beauty brands on YouTube with over 400,000 user-generated video uploads. For more information on NYX Cosmetics, please visit their website at www.nyxcosmetics.com. 

About NYX Cosmetics:
NYX Cosmetics, named after the ancient Greek goddess who ruled the night, is known for its high-quality, professional makeup and incredibly wide shade selection – ideal for both artistry and every day creative looks. Since its launch in 1999, NYX Cosmetics has introduced products in every makeup category and rarely discontinues shades.  It is one of the fastest growing cosmetics brands domestically and internationally. Loved by makeup artists and beauty aficionados alike NYX Cosmetics features over 1500 SKUs in their product line.  For more information, please visit www.nyxcosmetics.com.  

SOURCE NYX Cosmetics