Case Study: NYX Cosmetics achieves next-level customer engagement with Salesforce

NYX Cosmetics stands out in a sea of sameness

NYX Cosmetics, a mass‑market division of L'Oréal, builds its brand by featuring authentic consumers instead of professional models and by using user‑generated content (UGC) and in‑store tech to deepen engagement. The company faces the common beauty e‑commerce challenge of helping shoppers evaluate colors and textures online across diverse skin tones and navigating a large catalog of more than 2,700 products.

NYX crowdsources approved selfies and influencer tutorials from its 7.7 million Instagram followers and uses an Olapic integration to surface the most effective images, which are shown onsite and on in‑store digital displays; it also runs the FACE Awards to drive creative UGC. Combined with granular product filters and bold, on‑brand visuals, this approach boosts discovery and conversion—earning NYX a #19 spot in L2’s Digital IQ Index, recognition from L'Oréal for strong growth, and measurable sales lift from shoppable UGC.

NYX Cosmetics

Bernice Merlini

Ecommerce Marketing Manager