NYX's Makeover: Serving Looks and Search Intent

Team OneL'Oréal at Publicis Media had to rethink SEO for NYX Cosmetics for a world where search is no longer just Google - it’s TikTok, AI and everywhere in between. As beauty discovery became more fragmented, NYX risked falling out of the conversations that shape trends and demand.

We flipped the role of SEO on its head. Instead of chasing transactional traffic, we turned the NYX website into a beauty discovery hub, designed to show up at the very start of the journey, where inspiration happens. Through culturally relevant, expert-led content, the brand began showing up not just in search results, but across AI platforms and emerging discovery spaces.

The strategy was built on a clear understanding of where NYX could genuinely win in SEO, combined with deep insight into how priority audiences search, explore and engage today. By focusing on quality, authenticity and real user intent, we helped NYX carve out a distinctive role in the beauty ecosystem - one that goes beyond selling products to shaping trends.

The impact went far beyond SEO. NYX became consistently visible across fragmented search journeys, from traditional engines to AI-generated answers. SEO evolved into a driver of connected search, powering an always-on presence that works seamlessly with wider media and cultural moments.

This is what modern SEO looks like: not just rankings, but real omnipresence, making sure NYX shows up wherever beauty discovery happens.