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Issue link: http://beautystorebusiness.epubxp.com/i/107814
Best Color Cosmetics Packaging category. What did this win mean for the company as a whole and you personally? Toni K.: I was over the moon when we won! I've been developing and designing products for more than a decade, and a lot of thought went into creating the Haute Jersey kit. I am very proud of my work. However, all this is not possible without my fantastic team at NYX. I am truly so grateful for their talent, dedication and hard work. This is a team award that inspires us to create even more. This is a NYX planogram for ULTA Beauty stores nationwide. ULTA offers about 1,000 different NYX products. What is your process for creating new products/shades? Toni K.: Our process is to first fall in love with an item and then start creating it. It's quite simple here at NYX. We just do it! We don't have multiple layers in the chain of command—and that's one of our best assets. We move quickly, and we move precisely. Everyone here loves cosmetics, and we are continually testing on ourselves. We try to avoid discontinuing shades since our customers depend on certain shades to create their signature looks. Do you offer products beyond cosmetics? Toni K.: We have two lines of nail polish, including the new Nail Polish Salon Formula line. The nail industry is huge— and growing. It made sense for us to add a line of high-quality polishes. Friedman: We also like to think of excellent service as a product itself since every interaction reflects on a consumer's experience. Our focus is on color cosmetics for the makeup artist and the knowledgeable beauty junkie; so we also offer a full range of makeup-artist tools, such as belts, brushes, professional travel cases with mirrors and lights, pencil sharpeners and much more. We are also very helpful to the beauty supply owner in creating planogram assortments that are right for his or her customer base. Our business is not one size fits all. For example, if a store has a need to skew the shade offering darker, lighter or mixed, our account managers can tailor those needs to the individual store location. NYX is known as a high-quality cosmetics line at an affordable price. Are your ingredients comparable to more expensive lines? Friedman: Yes, our ingredients and manufacturing processes are comparable to more expensive lines. We often use the same factories as more expensive lines and produce in the country that does the best job at a competitive price. Almost all of our pencils and liners are made in Germany, for example. In fact, even when final assembly and filling is performed in other countries, the raw materials often come from the United States. One big difference between NYX and other companies is that we do not really advertise. We have put all of our costs into the product and have relied on word of mouth to build the brand since day one. We want women to use NYX Cosmetics because the products are great, not just because they are less expensive than other lines. bases. For instance, the winner, Charis, had 3,000 online fans at the beginning of the competition and ended with more than 93,000. The camaraderie that grew in addition to raising the bar on the artistry and video quality of makeup tutorials on YouTube provided a successful and dynamic presence in the beautyvlogging sphere. The next event will take place in the summer of 2013. Has NYX received any other awards recently? Friedman: We have been fortunate to Last year NYX received an Independent Cosmetic Manufacturers and Distributors Cosmetic Innovators of the Year (CITY) Award for its Haute Jersey Leopard Couture in the have been recognized by several publications and organizations recently. The Curve eyeliner has received numerous awards and has been recognized in the Beauty Spots section of the The New York Times (August 2012), London's leading ITV "This Morning" television show (Dec. 6, 2012) and Germany's Vogue magazine (October 2012). Other NYX products were awarded throughout 2012 in Allure, Nylon, Self and Beauty Store Business, as well as on popular online communities such as Real Beauty, Total Beauty, Temptalia and Shecky's. A very special corporate award that NYX received this past November was the PETA Courage in Commerce Who will win the 2013 FACE Awards this summer? Award-winning Matte Bronzer has been another big winner for NYX. Would you please talk about your FACE Awards? Friedman: The inspiration behind the FACE Awards was to give back to a community of makeup enthusiasts who have given us so much and who we embrace as beauty gurus and friends. The first annual competition generated more than 27 million views, but moreover, it raised the bar on the quality of both makeup tutorials and video creation on YouTube. Additionally, the community came together in support by cheering one another on during the competition as well as individually growing their fan 46 March 2013 | beautystorebusiness.com