NYX Professional Makeup: Social Strategy

A social media strategy analysis exploring how NYX Professional Makeup can increase cultural relevance and Gen Z audience engagement through influencer marketing, platform-native content, and community-driven campaigns.

The project analyzed NYX's current social media positioning and identified opportunities to strengthen their connection with younger audiences. Key areas of focus included TikTok and Instagram Reels content strategy, influencer partnership frameworks, and culturally relevant campaign concepts.

Strategic recommendations included shifting toward creator-led content over polished brand assets, building micro-influencer partnerships that feel authentic to Gen Z audiences, leveraging trending audio and formats to increase organic reach, and developing community engagement tactics like challenges, UGC campaigns, and interactive content.

The analysis also included a competitive landscape review of how other beauty brands (Rhode, Rare Beauty, e.l.f.) are winning on social, and where NYX has whitespace to differentiate.

This project demonstrates the ability to audit an existing brand's social presence, identify strategic gaps, and deliver actionable recommendations grounded in platform trends and audience behavior.