Brand Analysis for NYX Cosmetics

Stephanie Michael Meltwater Brand Analysis Due Thursday April 4, 2019 The brand I chose to analyze is NYX Cosmetics, a US-based makeup brand that is owned by parent company L’Oréal. When doing my search, the keywords I used for my “news” search for all of these was ‘Nyx’ and ‘NYX Professional; for the keywords in “none of these” I used ‘CEO’ and ‘Loreal.’ These keywords yielded my 43 news results. For “social” my keywords for “all of these” if NYX, “at least one” is ‘NYX Professional’ and “none of these” is ‘L’Oréal.’

These keywords yielded a total of 1.63k results. The reason I used ‘NYX Professional’ instead of the word ‘Cosmetics’ is due to the fact that when using that keyword, i received irrelevant articles that had nothing to do with my chosen brand.

When looking at the “analyze” dashboard to find the blog or website that wrote about NYX Cosmetics, I found that Makeup.com was the top source for all articles, followed by Alternative Press. Makeup.com wrote a total of 29 articles about the brand. In terms of most reach and social echo, Cosmopolitan, ELLE and Insider were the most popular articles. The type of outlets that are writing about NYX Cosmetics are outlets that cater mainly to girls and women and continuously discuss the affordability of the brand. Since the brand is found in the drugstore, it is easily accessible to most and is often more reached for than higher end brands, due to price.

The main influencers for this brand are media writers and fashion/ makeup journalists.

Social media is where things get interesting for the brand. When looking at the media exposure graph, March 11 is a date where there were 743 people talking about the brand on Twitter, YouTube and Facebook. On that day, NYX had not released any new products or announced any new news, but another brand released a new product. Many people posted tutorials of their makeup looks and tagged the products they used. Since NYX is a cheap but also

high-quality brand, many people have products that are maintained in their routine. It is surprising to see that another brands release means more tags for NYX cosmetics.

The top source for the brand is Facebook which makes sense since it’s parent company, L’OrÊal, is mainly on Facebook and there is more room to talk about products rather than Twitter or YouTube. When looking at the heat map, the three places that talked about this brand the most is Japan. Thailand and the United States. These results are much different than news results since in the news, the US is talking about this brand the most. The reason countries mainly in Asia are talking about these products is due to it not being widely sold in stores. People are asking on social media where to find these products in stores and asking for recommendations from friends.

Figure 1: Heat map of NYX Cosmetics social media. Japan is highlighted due to the volume of conversation.

The overall sentiment towards the brand is positive! There were no negative comments, articles or posts about the brand in the past 60 days. I mentioned earlier that on March 11th was the most exposure for the brand and it was the most positive sentiment towards the brand throughout the entire time period. A few of the trending themes were specific to Japan so I had to

translate them, and the main trending topic is a specific product called the “powder puffy lip” (loosely translated from Japanese). When I looked up why and translated as many posts as I could, it was said to be the best product to achieve the young, supple lip look that is widely popular in Japan. The other trending topics were ‘makeup’, ‘Professional’ and ‘RT.’

Figure 2:Overall sentiment on social media regarding NYX cosmetics.

The positive conversations that began regarding my brand were in reference to specific products that the brand has. NYX cosmetics is known for having a few staple products that people will always recommend. In terms of positive conversation in the ‘news’ category, many magazine publications wrote about specific products to buy if you’re planning on going to specific events like music festivals, weddings, etc. In terms of social media, word-of-mouth is what drives positive conversation. The fact that so many people are talking about the brand’s products and how affordable, great-quality they are, allows for that positive conversation to pull people in. Since this brand doesn’t have any negative news or social media, I am unable to talk about negative conversations. I mentioned before that the sentiment is mainly positive with neutral mixed in. There is no negative conversations surrounding the brand in the 60 days.

The overall assessment on all the platforms is positive. There have been many positive YouTube reviews that were included in the results. For Twitter and Facebook, consumers are usually talking about the products they like the most, are asking for recommendations or looking to locate a product. In the news, consumers are drawn to the publications that are writing about the brand, especially if they are interested in makeup. Elle, Cosmopolitan and Insider are some major publications that can bring in a lot of new consumers and they are high traffic. My overall assessment of NYX cosmetics in terms of consumers, is that they are able to hold onto positive conversation and due to the reputation of the brand being affordable, high-quality makeup, the positive conversation is natural. Consumers are drawn to this brand and it makes itself widely available all over the world. I was most surprised to see that this brand was talked about in Asian countries the most. This brand will continue to be spoken about because they are continuously releasing products and they will make it affordable for all those who want it.