Case Study: NYX Cosmetics achieves immersive, digitally unified retail experiences with PlayNetwork

NYX Cosmetics - Customer Case Study

NYX Cosmetics, a digitally native beauty brand with a huge online community, wanted to bring the energy of its digital world into a physical flagship store and redefine the in‑store customer experience. To unify its online and offline presence and create a more immersive, consumer‑centric retail environment, NYX Cosmetics partnered with PlayNetwork.

PlayNetwork built an entertainment media ecosystem for NYX Cosmetics that included branded music curation and licensing delivered via CURIOPlayer X5 hardware, video content production for First Look displays, large‑format digital screens, and digital wayfinders. The PlayNetwork solution energized the stores, drove rave reviews from customers and staff, and helped NYX quickly become the fastest‑growing cosmetics brand in the world while strengthening customer engagement and loyalty.

NYX Cosmetics

Nathalie Kristo

Senior VP of Marketing and Global Business