Cosmetic brand NYX pulls out from 6 eCommerce platforms in Indonesia

US-based cosmetic brand NYX Professional Makeup is exiting the Indonesia market, closing its online stores permanently across six platforms: Shopee, Lazada, Tokopedia, Sociolla, JD.id, and Blibli.com. A quick check by MARKETING-INTERACTIVE saw that its online store is still available on Shopee and Lazada. However, its products are labelled as sold out on Shopee, and the only available product for purchase on Lazada is its liquid lipstick. NYX's online store on Tokopedia and Sociolla could not be found. Meanwhile, the NYX products on JD.id and Blibli.com are sold by third-party vendors.

Its online post, which was posted on Instagram and Facebook, also saw the beauty brand thanking its customers for their love and support. "There were many incredible moments with lots of energy, passion, and enthusiasm towards our professional makeup artistry," it added. MARKETING-INTERACTIVE has reached out for additional information.

NYX's closure of its online stores in Indonesia comes less than a year after the brand exited the Malaysia market. The brand permanently closed its stores in Suria KLCC, Sunway Pyramid, Midvalley Megamall, IOI City Mall Putrajaya, Fahrenheit 88 and Genting by the end of July 2020. This was three years later NYX launched its first-ever flagship store at IOI City Mall Putrajaya, which was said to comprise interactive NYX beauty bars, digital community wall, and innovative use of digital imagery and social media content throughout the store. 

Separately last year in July, NYX's parent company L’Oréal Indonesia reappointed Wavemaker to manage media duties for the 12th year. The new mandate includes additional services of eCommerce and search. According to Wavemaker, it leveraged on the strength of the agency's and GroupM's networks locally and globally, offering "a massive transformation" from a largely localised solution to a network solution combining the power of local operation. The appointment followed a pitch review called in December 2019, which was done in the context of a very dynamic market further disrupted by COVID-19, according to L’Oréal Indonesia's president director Umesh Phadke. 

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