NYX Cosmetics' Makeup Crew App Pulls User-Generated Content
Ellen Smith — September 18, 2017 — Fashion
References: nyxcosmetics & techcrunch
Cult makeup brand NYX Cosmetics announced the launch of 'Makeup Crew' -- an interactive eCommerce makeup app that enables shoppable content while eliminating the need for a product page.
Serving as a digital hub for the brand, Makeup Crew invites users to upload selfies, browse videos curated by makeup artists and purchase products directly through the app. The brand collects user-generated content and data to expand its inventory line, as opposed to using celebrity models and spokespeople. In addition to purchasing products, users can create beauty profiles based on personal preferences by simply swiping left or right on photos.
The brand hopes this platform will serve as an extension of its philosophy of "prioritizing authenticity and transparency."
Serving as a digital hub for the brand, Makeup Crew invites users to upload selfies, browse videos curated by makeup artists and purchase products directly through the app. The brand collects user-generated content and data to expand its inventory line, as opposed to using celebrity models and spokespeople. In addition to purchasing products, users can create beauty profiles based on personal preferences by simply swiping left or right on photos.
The brand hopes this platform will serve as an extension of its philosophy of "prioritizing authenticity and transparency."
Trend Themes
1. Shoppable Content - The trend of shoppable content is disrupting traditional eCommerce models by enabling direct purchasing through interactive platforms like NYX Cosmetics' Makeup Crew app.
2. User-generated Content - The rise of user-generated content is providing opportunities for brands to collect data and expand their inventory lines based on genuine customer preferences, as seen in NYX Cosmetics' Makeup Crew app.
3. Personalized Beauty Profiles - The demand for personalized experiences in the beauty industry has opened doors for apps like NYX Cosmetics' Makeup Crew, allowing users to create beauty profiles based on their personal preferences.
Industry Implications
1. Beauty - The beauty industry is being disrupted by user-focused makeup apps like NYX Cosmetics' Makeup Crew, which offer shoppable content, user-generated content, and personalized beauty profiles.
2. Ecommerce - The eCommerce industry is seeing a shift towards shoppable content and interactive platforms as seen in apps like NYX Cosmetics' Makeup Crew, providing disruptive opportunities for direct purchasing and user engagement.
3. Data Collection - The rise of user-generated content in apps like NYX Cosmetics' Makeup Crew presents disruptive innovation opportunities for data collection, enabling brands to customize and expand their product offerings based on genuine customer preferences.
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