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L'Oreal Buys NYX Cosmetics For Growth And YouTube Marketing Tips

June 24, 2014: 12:00 AM EST
L’Oreal said it plans to acquire NYX Cosmetics from private equity firm HCP & Co., a move that will give the cosmetics giant a YouTube presence that is bigger in some aspects than what it has been able to so far. Although not a slacker actually in digital and social media, L’Oreal’s efforts on YouTube have never been as dramatic and as effective as those of NYX Cosmetics, which expects to see global sales exceed $100 million in 2014, thanks in large part to YouTube and other social media platforms. In 2013, NYX Cosmetics’ sales grew 46 percent to $72 million, compared with sales in 2012.
Jack Neff, "How NYX Beat Acquirer L'Oreal's Flagship Brand on YouTube", Advertising Age, June 24, 2014, © Crain Communications
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