Recently, L'Oreal's affordable makeup brand NYXPROMAKEUP (hereinafter referred to as "NYX") Taobao's official overseas flagship store issued a store closure announcement: "It will end operation at 00:00 on June 21, 2024, and no new orders will be accepted. ”
It is understood that after consulting Tmall customer service, where can I buy NYX products in the follow-up, I got a reply: I don't know for the time being, what is the right suggestion to place an order now.
Multi-platform has been discontinued and removed from the shelves
Only JD.com's self-operated flagship stores are operating normally
At present, the official WeChat public account and Weibo official account of NYX have been cancelled; The Xiaohongshu account and Douyin account have stopped updating since January 27, 2024, and the Douyin product window has also been emptied. However, the customer service staff of the NYX overseas self-operated flagship store on the JD platform said: "At present, it is open normally and will not close the store." ”
According to public information, NYX is one of the most popular professional makeup brands in Europe and the United States, founded in Los Angeles, California in 1999. It is a beauty brand that focuses on natural and simple makeup. Mainly engaged in eyeshadow, lipstick, lip gloss and other products, it is now a brand of L'Oreal, and has won praise from many beauty bloggers and consumers around the world for its cost-effective product performance, and the price is mostly around 100 yuan.
It used to be the No. 1 direct marketing volume of Tmall Global in the makeup category
It is reported that after NYX entered the Chinese market, it quickly achieved good sales performance. In the 2021 "618" promotion, NYX became the No. 1 makeup brand in Tmall Global's direct marketing volume, and its ace products 16-color eyeshadow palette, 6-color concealer palette, and setting spray all won the first place in the Tmall Global category list. But from the current point of view, the stock of fans in the store is only 187,000, except for the two eyeshadows in the store that have sold more than 10,000 and the sales of concealer essence skin concealer are 6000+, and the sales of the rest of the single products are around 500+ to 1000+. In fact, after the six-color concealer palette, NYX has always lacked new hits.
Source | Qingdao Daily Comprehensive City Express, NYX Taobao official overseas flagship store, etc