Case Study Of NYX Cosmetics Under L Oreal Company

Pages: 7 (1589 words) Published: May 2, 2017


The purpose of this report was to investigate a makeup brand named NYX Cosmetics under L’oreal Company for the development of CLENATARA. The information used in this report was analyzed from websites on the references. An interview couldn’t be conducted.
NYX Cosmetics is a cosmetics company founded in Los Angeles by Toni Ko in 1999. Later in 2014, Toni Ko sold NYX to L'Oréal. NYX is now under L’oreal’s Consumer Products Division. In L’oreal there are 4 divisions and 10 departments are managed by managers who are responsible to Chiefs, the Presidents, and the Vice Presidents of each department. Above all, L’oreal’s Governance relies on its Board of Directors and Executive Committee. In L’oreal there are no boundaries for the employees. They...

Introduction
1.1 Purpose
The purpose of this report was to investigate a makeup brand named NYX Cosmetics under L’oreal Company. The goal is to know the strength and weakness of NYX Cosmetics to understand the positive and negative of the way NYX Cosmetics doing the business to be a lesson for CLENATARA to learn from the well-known makeup company. Therefore CLENATARA can grow by learning many things that already existed.
1.2 Scope
When investigating NYX Cosmetics, it was important to consider its current conditions in terms of its Organizational Structure, Governance, Working Environment, Research & Innovation, Marketing Strategy, Social Media Marketing, Services, Website Features, Products.
1.3 Method
The information used in this report was collected by analyzing websites that provide information concerning NYX Cosmetics, including the official website of NYX Cosmetics, the official website of L’oreal, and other trusted websites. NYX Cosmetics’ social medias are also analyzed in order to know the customer’s perspective towards NYX Cosmetics and their reviews to the products and services.
1.4...

Many people have got bad experiences and wrote their reviews online yet NYX Cosmetics haven’t changed their customer services and services of their online selling.
1.6 Background
NYX Cosmetics (pronounced "niks") is a cosmetics company founded in Los Angeles by Toni Ko in May 1999, it was named after Nyx, a Greek goddess of the night. The goal was to offer professional, richly pigmented products at affordable prices. Initially, Toni Ko sold just one product: makeup pencils and generated over two million dollars in sales with just 1 employee. Soon, the products were sold at retail giants like Target, CVS, and Ulta. At the time of sale, NYX Cosmetics had a revenue growth of well over 100 million dollars.
In 2014, Toni Ko decided to sell NYX to the international beauty company, L'Oréal, for five hundred million dollars. NYX Cosmetics continues under other management as a part of L'Oréal and now provides products including lipstick, lip gloss, and mineral foundation. In 2016, L'Oréal introduced brick-and-mortar stores devoted to NYX cosmetics and reported annual sales growth of 4.7 percent and launched NYX Professional...
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