L’Oreal’s NYX Professional Makeup Cleans Up Store Information and Drives Engagement with Yext
NYX Professional Makeup is a modern, digitally native makeup brand on the forefront of today’s emerging beauty trends. A leader in the global color cosmetics industry, NYX Professional Makeup is an affordable professional makeup line focused on providing every shade, color and tool needed to create makeup artistry.
NYX Professional Makeup, part of L’Oreal, works with 10,000-plus retailers across North America, and operates 42 free-standing stores.
In 2017, NYX Professional Makeup wanted to improve its website’s Store Locator function.
But the brand faced a problem. Due to confusion with other branches of the NYX brand, it needed to ensure that the correct brand identity was updated across all parts of the web where consumers might discover NYX Professional Makeup. Preventing consumer confusion was paramount.
“When someone was searching for us online, we might appear as NYX or NYX Cosmetics, and that might not be the right location to find NYX Professional Makeup,” said Hannah O’Neill, Assistant Manager, Marketing: CRM & Loyalty at NYX Professional Makeup. “That was a big problem we needed to deal with urgently.”
At the same time, O’Neill explained, the company wanted to gain control of its listings as it began working with an outside partner to support online appointments.
As it considered that vendor relationship and other potential services to drive business, NYX Professional Makeup looked to Yext to help it manage digital knowledge across its many retail relationships.
“We also found that we had so much data related to our 10,000 retail partners, but none of the third parties we worked with were able to help us understand and manage it seamlessly,” O’Neill says. “Yext became our source of truth in terms of working with outside vendors.”
Before the company partnered with Yext, finding the right NYX Professional Makeup outlet or retail partner was a challenge. The brand wasn’t even on Yelp in the period prior to signing on with Yext. Control of the brand and its online placements was largely in the hands of its shoppers. The result was that listings and critical business information were incoherent and ad hoc.
“Customers were creating their own store pages on Yelp, they were creating their own Facebook pages,” O’Neill said. “They could have ‘NYX Union Square’ as a Facebook page. They could also have ‘NYX Professional Makeup Union Square’ as a page. It was technically the same place, but the naming was wrong, the hours and other information also tended to appear incorrectly.”
Upon signing on with Yext, NYX Professional Makeup’s branded outlets and owned locations were swiftly and seamlessly corrected.
Over time, NYX Professional Makeup deepened its partnership with Yext, ultimately taking advantage of Yext Listings, Pages, and Reviews, in addition to its store locator functionality. NYX Professional Makeup also generates first-party customer reviews on its individual store Pages, boosting customer engagement and store visibility.
“One of the great things about Yext is that they are more than just a provider of store locator functionality,” O’Neill said. “Yext is a complete online/offline data management platform. We simply input the correct data into Yext, and then from there they’re able to ensure the information about our locations is correct across the board.”
In addition to accurate listings and up-to-date store locator information, O’Neill praised Yext for giving NYX Professional Makeup an “open line of communication” when it comes to promoting greater innovation.
“If there’s something happening within the industry that we’re not aware of that could boost our presence or that could boost our store pages, they bring that information to our attention and demonstrate how we might benefit from adopting a new tool or technology or strategy,” O’Neill said. “There is so much rapid change in retail that we might not have that visibility on what’s working and what’s not among the larger space. But Yext is always on top of it, which is great for us as a client.”
- In the 3 months prior to launch with Yext, NYX Professional Makeup was seeing an average of 4% year-over-year lift in average monthly Google Website Clicks per location. Within 6 months of launch, NYX Professional Makeup was seeing a year-over-year lift of 134%.
- Over the 3 months prior to generating first-party reviews, the clickthrough rate for ‘Book an Appointment’ was at 13%. Within 5 months of surfacing these first-party reviews on Local Pages, the clickthrough rate rose to 20%, a 1.54x increase.
- Within 5 months of setting up Yext’s Intelligent Search Tracker, NYX Professional Makeup’s Local Pack Share of Intelligent Search had risen 231% for ‘Cosmetics’ and 197% for ‘Makeup,’ a crucial unbranded search term for the brand.
10,000-plus retailers across North America, and 42 free-standing NYX Professional Makeup stores
Los Angeles, CA
Yext products used:
Listings, Pages, Reviews, Store Locator
The Customer Journey:
“Since our products are featured at thousands of retailers in North America as well as our 42 free-standing stores, it’s extremely important that customers searching for us are able to find us as easily as possible. Pre-Yext, we had all this data floating around that could come up when a customer searched. Was that data accurate, though? Probably not. Yext ensures that digital knowledge accuracy is constant. That allows us to maintain a positive connection with our shoppers.”