Ringier Romania turns editorial authority into brand credibility for NYX

When NYX wanted to break through Romania’s saturated beauty market, Ringier Romania deployed its most valuable asset: editorial trust. 

The concept: “Elle tried… NYX Professional Makeup” – sending the magazine’s Fashion Director (Domnica Mărgescu) and Editor-in-Chief (Roxana Voloșeniuc) to physically shop the NYX boutique at AFI Cotroceni Mall, cameras documenting their professional curation process.

Ringier’s strategic move was transparency as the trust signal. No fake discovery, no influencer theater. Just: “Our senior editors are shopping. Here’s what they picked and why.” The focus on lips (NYX’s signature strength) gave the content a through-line while letting the editors’ expertise drive recommendations.

The execution: video production capturing the in-store experience, interactive advertorial on elle.ro with map and photo carousel, maintained for six months. Native banner campaigns (multiple formats including interscroller) pushing 700,000 impressions to the project hub. Social amplification across Facebook and Instagram with NYX tagged for reciprocal visibility.

Deliverables: Concept development, video production, interactive web build, 6-month content maintenance, native advertising campaign, social media strategy and execution.

Performance: 153k Page Views, 71k Social Media Reach, 80k Video Views, 1.3 mil Impressions