NYX Cosmetics: Creating Value

NYX Cosmetics knows how to engage consumers by use of social media. Their regular use of Instagram and Twitter allows their audience to connect with their brand. They sure know how to engage and use online technologies to create value for their customers, but an area they could make a little more of an effort is the use of offline technologies. Their line of cosmetics are great, especially when you know they are not being tested on animals, it makes you feel good about yourself for contributing to this company. They have a great rewards program, in-store, once you accumulate a certain amount of points, you get discounts AND you get $5 OFF on your birthday! Woohoo! Way to make me feel special, I mean, who doesn't like a lovely gesture. Their use of social media channels and interactive channels constantly remind us of their existence. For a brand that is growing, I don't see a lot of offline channel movement. They announce their grand openings on their sites and social media accounts, but they could spend a little on what some of us call "junk mail," a little goes a long way.