How NYX Professional Cosmetics Approaches Viral Digital Marketing: “If Generation Z Feels Nothing, They Do Nothing”

Pearson said there is no secret formula, but there is a checklist to ensure NYX covers all values, including inclusivity, community, artistry, creativity and authenticity. Partnerships and collaborations that NYX is known for are all based on these principles, Pearson said.

“We love our collaboration. It's one of the things that we care deeply about, and so the way we choose it and think about it is, 'How do we continue to tell our story?'” she said. “[We target] the right partners who share our values.”

NYX's standout collaborations last year included a Cardi B Superbowl commercial promoting Duck Plump Gloss; Products for the blockbuster films “Barbie” and “Beetlejuice Beetlejuice”; and a partnership with Gordan Ramsey and his daughter Holly to promote Buttermilk Blush.

When considering partnership opportunities, Pearson expects her team to avoid predictable collaborations in favor of unexpected collaborations that make the consumer think. “If Generation Z doesn’t feel anything, they don’t do anything,” she said.

Pearson took the Glossy stage during the Glossy Beauty & Wellness Summit on Monday to share this and more on the topic of virality. Some of her comments below have been lightly edited for clarity.

About trying to go viral

“If you try to go viral, you won’t go viral because you’re trying too hard. For us, it's about understanding your community – not just knowing it's about being a part of it. Our teams are mixed consumers through and through, and it's all about total immersion. It's about watching the shows they watch. It's about listening to the music they hear. It's like constantly scrolling through TikTok at night [so you know] What's trending? …And then how can we answer that? How can we fit in there authentically and in a way that resonates? That’s where we spend a lot of our time: just being in the community.”

When building a team that represents your client

“I would say the team is the most important thing. And that's what I would say [the secret is] We get a little out of our comfort zone of what we consider to be business people or marketers. Surround yourself with different profiles that push you into different lanes. That's exactly what your brand is – it may not fit our marketing or business setup. …

“There are so many brands [that wonder] how you differ from other brands. That's the magic of profiles that haven't been into beauty for that long, or loved beauty but haven't delved into the traditional side of beauty. You can come in and say, 'Have you ever thought about this?' That's crazy!' That’s how great it is.”

When you reach out to your community for authentic marketing

“Community is so important to us. [For example]the models who are in our campaign, they are our NYX family. There's a woman named Delaney. She started with us when she was 17 and is now 28 years old. She was just out and about with us – so it’s also a relationship with their faces.”