A celebrated disrupter and creative innovator in the world of cosmetics, NYX had lost its way and was losing market share to upstart beauty brands. They needed to put fresh cultural energy behind the brand and re-insert themselves in culture to reverse decline and accelerate growth. Entertainment-led marketing was identified as a key area of focus for brand reinvigoration but the NYX team lacked data confidence to help them decide where and how to invest.

Analysing consumer communities identified within the category, Codec was able to build a rich picture of audience passions beyond beauty. Codec identified x5 core communities, all of which loved streaming shows and movies. United by a love of high-school dramas, millennial nostalgia and supernatural themes, Codec was able to recommend “The Chilling Adventures of Sabrina” as the show with the most potential impact.

NYX developed a new limited edition capsule collection in collaboration with Sabrina, with campaign content tailored to NYX communities using Codec insights. Resulting in 1.3m organic views of the launch campaign video and online product sell-out within 24hrs of launch.