The ‘cool factor’ is crucial

Retailers in the health and beauty category looking to grow their online sales might want to look to these six merchants for some intriguing ways to sell online items most often bought offline.



Why They're Hot:

A favorite cosmetics brand of makeup artists, Nyx Cosmetics overhauled its direct-to-consumer e-commerce site last year, incorporating the creativity of its customers throughout. Apart from the high-definition imagery consumers expect from a cosmetics retailer, Nyx prominently features content contributed by its users who add a #NyxCosmetics hashtag to their posts on Instagram, or upload images directly to the site. For example, Nyx will pick up a tagged Instagram photo showing how a consumer created a smoky-eye look using Nyx eye shadow. Correspondingly, when a consumer shops for eye shadow, the results page shows shared images that depict consumers wearing Nyx shadow under the heading "people who love this." Nyx jumped into social media early on and its experience shows.

Key Statistics:
  • Date Launched:2001
  • Unique Visitors:41,091
  • Web-based Sales:Order the Hot 100 issue
Who They're Using: