NYX Professional Makeup

It’s Showtime!

How do you reach new media, influencers and consumers for a cosmetics company in the saturated beauty market? Advantage and sister IPG PR Agency, Golin, took on this task for NYX Professional Makeup and its annual FACE (Fine Artistry of Cosmetic Elites) Awards, which names its beauty vlogger of the year.


For the 4th Annual NYX FACE Awards, hosted by celebrity style guru Kelly Osbourne, Advantage helped reimagine the entire show, including the theme, script, and stage design. Golin created a consistent drumbeat of media and influencer coverage before and during the competition, including a beauty influencer media event a week prior to the awards show to build buzz for the live event and introduce influencers to the Top 6 finalists.


During this campaign, more than 500 million media impressions were garnered and the show was viewed more than 415,000 times.


Turn up the volume and check out the video below.