The Proof Behind ‘Social Proof’: NYX Professional Makeup Increases Transactions and Decreases Bounce Rate Using Social Proof Messaging Though the brand NYX Professional Makeup is rooted in ancient mythology - the name comes from the eponymous Greek goddess of the night - its marketing strategy is anything but old-fashioned. Founded in 1999 and headquartered in Los Angeles, NYX Professional Makeup (owned by the L’Oréal Group) is today present in 70 countries around the world. Their rapid expansion, especially in North America, is due in large part to their savvy digital practices and their strong e-commerce presence. Indeed, the brand, which has been able to retain its affordable price-point and is adored by bloggers, influencers and everyday consumers, is pioneering the use

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