With a host of affordable SKUs and styles, the LA-based NYX Cosmetics has gone from a simple drugstore dupe to an altar teeming with 11 million loyal Instagram acolytes, thanks to a “digital-first” strategy of relying heavily on inclusive, user-generated content (UGC). Now, after a $500 million acquisition by L’Oréal in 2014, this pharmacy aisle powerhouse is harnessing its UGC strategy to launch its own mobile app.
According to TechCrunch, in partnership with customer content curator Olapic and Texas software developer Oven Bits, NYX’s app will turn fan posts and reviews into in-app shoppable content. App users will be able to directly shop the look from a piece of UGC without having to go to another product page. Additionally, they will be able to build personalized beauty profiles by “swiping products” and watching tutorials from other fans and influencers.
In other words, a mobile-version of their regular e-commerce site, this is not. Proudly “disconnected from a mobile web browser,” the app will leverage largely unpaid testimonials from other regular makeup lovers to create a far more authentic shopping experience. UGC is often overlooked by brands, or seen simply as padding in their social content calendars. NYX’s wielding of UGC as part of their overall e-commerce strategy, then, is nothing short of innovative.
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