Beauty Store Business

MAR 2013

For beauty business news, beauty store owners turn to Beauty Store Business. Beauty business trends, beauty business profiles and more!

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Specifically, we help our online beauty fans know when NYX becomes available in a particular store or geographic area through targeted messages and contests. This drives them to retail locations and helps us answer the most common question we receive, "Where can I find NYX at a store in my area?" What types of videos do you feature on YouTube, and what has been the driving force that has led to more than 1 billion impressions? Toni K.: While we do produce and publish some of our own videos, in actuality, our YouTube presence has largely been generated by fans using NYX products in their own videos because they love them. Through product seeding, information sharing and personal purchases, fans obtained NYX products and shared their makeup hauls and looks, which spread virally. We have always embraced the community, whether it was communicating with beauty mavens just starting their channels or seasoned veterans with a large following; and the FACE Awards showcases our appreciation and affiliation with the community. How did your presence at New York Fashion Week benefit the company? Toni K.: Fashion and beauty go hand in hand. So partnering with fashion brands at Fashion Week helps keep NYX at the forefront of the industry as well as gives us a bird's-eye view of the upcoming trends. It's always a creative rush of adrenaline to be backstage, and it helps keep us on our toes! Friedman: This partnership with fashion extends beyond Fashion Week as several brands, such as GUESS? and bebe, have initiated cross-promotional events with NYX to partner with our growing and engaged fan base. 52 March 2013 | beautystorebusiness.com Do you have celebrity makeupartist fans? Friedman: We have a rather large following of celebrities and celebrity makeup artists that we work with on a regular basis. We most recently worked with Tina Turnbow at New York Fashion Week at the Erickson Beamon show, and Scott Barnes as our professional adviser and celebrity guest judge at the 2012 FACE Awards. Some other notable celebrity makeup-artist fans of NYX include Molly Stern, Fiona Stiles, Stephen Sollitto and Nicole Artmont. Our celebrity following and collaboration with professional makeup artists are not our only ties to Hollywood either. Several studios have reached out to NYX to help promote their movies, both domestically and internationally, through themeinspired makeup collections. Our fans and our worldwide retail partners help build awareness for top motion-picture studios, and we are looking forward to two major releases in summer 2013. Toni, if you were allowed only one cosmetic item for an entire month, which would it be? Toni K.: That is the hardest question a cosmetics junkie like me can answer! However, if I had to choose just one, it would be our Doll Eye Mascara in volume. Toni, what's the best piece of advice you've ever received? Toni K.: "Good is the enemy of great" from the book Good to Great by Jim Collins. This one quote has inspired and changed both my personal and professional life. When you think you are good enough and settle, then there's no further improvement. But I believe that if you don't improve every day then every day is wasted. I desire to keep pushing myself to improve and be a better person, a better brand and a better company each and every day. ■ Liz Barrett is an Oxford, MS-based freelance writer and editor.

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