Case Study: NYX Professional Makeup drives authentic customer advocacy with Bulbshare

Customer-driven campaigns for maximum authencity Building NYX Professional Makeup UK's first ever campaign based purely on customer advocacy

NYX Professional Makeup UK, part of the L’Oréal group, wanted to launch its first campaign driven purely by customer advocacy and build trust around its hero Can’t Stop Won’t Stop foundation range. To do this, it partnered with Bulbshare and used Makeup Addyx, a fully branded Bulbshare app, to tap into a community of 5,000+ makeup artists, consumers, and micro-influencers for authentic content and feedback.

Bulbshare delivered over 400 product reviews and more than 300 community-generated “before and after” videos to power the campaign, along with potential reach into the millions through Social Sharing and Bazaarvoice integration. The campaign used over 500 reviews directly, with 94% converting to 4 stars and above, helping NYX Professional Makeup UK create genuine hype and validate its product claims.

NYX Professional Makeup

Ellis Lanyon

Head of Digital