Customer-driven campaigns for maximum authencity

Building NYX Professional Makeup UK's first ever campaign based purely on customer advocacy.

“Consumers’ expectations have dramatically changed. We’re building out a more participatory model… Putting consumer voice at the centre of what we do”.

Ellis Lanyon, Head of Digital, NYX Professional Makeup UK.

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Part of the L’Oréal group, NYX Professional Makeup believes pro-level makeup should be accessible for all, colour and self-expression should never be filtered, and the customers' way of doing things should always be proudly celebrated. Founded in Los Angeles in 1999, they champion creativity, freedom and individuality.


Create the first NYX Professional Makeup UK campaign driven purely by advocacy, powered by Bulbshare, around the tagline of ‘Can’t Stop Won’t Stop All The Obsession’.


NYX Professional Makeup UK want to leverage the consumer love that already exists for their Can't Stop Won't Stop foundation to assert trust amongst consumers and win new customers over to their hero foundation range.

To tackle this challenge, NYX Professional Makeup UK uses Makeup Addyx - their fully branded Bulbshare app with 5,000+ makeup artists, consumers and micro influencers - to drive authentic UGC demonstrating the product's benefits and validating their key claims.

We have provided NYX Professional Makeup UK with over 400 product reviews, more than 300 pieces of UGC ‘before and after’ videos, and a potential reach of millions via Bulbshare’s unique Social Sharing functionality and Bazaarvoice integration to create authentic hype and buzz around the foundation. These insights shape the campaign idea, messaging, and look and feel.


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