NYX PM x Love Island
Can We Pull You For A Chat
NYX PM and Artisan Council enter the villa to turn up the volume on cultural fluency and community-powered beauty, leveraging organic Love Island buzz to activate the beauty-first community, first online, then IRL, and finally with a product collaboration the community could buy for themselves. By monitoring rising social conversations, the team identified high-potential moments and transformed them into viral real- world activations, bringing digital energy into a physical space, with a tangible collaboration that deepened community connection.
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This campaign wasn’t about chasing trends, it was about tuning into the right moments that aligned with NYX PM’s community as they naturally unfolded. Through timely, repeated moderation and authentic engagement with fans across socials, NYX PM became the brand at the center of the Love Island hype. Artisan Council’s community management team spotted these genuine conversations and worked alongside NYX PM to create reactive content that felt true to the fandom’s voice.
The team moved quickly and in close partnership, with strategy, creative, and community management collaborating seamlessly to deliver content that was timely, authentic, and resonated deeply. Rather than relying on traditional sponsorship tactics, this approach prioritized smart social listening, creative storytelling, and meaningful engagement within the culture.
The campaign ignited social buzz that quickly translated into real-world wins, with the NYXolandria Lip Kit (shot by our friends over at Gut LA) flying off shelves and selling out overnight. What made this moment even more powerful was how it began: through strategic moderation, we identified fan-favorites from the series, Nic and Olandria, with Olandria already an organic NYX PM user, and both deeply loved by the community. Recognizing the opportunity, we helped transform that fandom into a true fan-service moment, launching a partnership that felt both authentic and deserved.
To celebrate, we worked with NYX PM to host an IRL watch party that drove major engagement, generating over 4,000 RSVPs, drawing a sold out 1,000 attendees, and earning over 300,000 story impressions in collaboration with Reality Bar for the IRL event alone.
Across platforms, the campaign delivered 470+ moderation moments, 33 total feed posts, 36,455 total engagements, 50,963 total video views, and an impressive 1,140,000+ total post impressions at the time of the campaign.
Overall, this campaign is a standout example of how thoughtful community first proactive and reactive moderation doesn’t just guide conversation; it fuels brand loyalty, unlocks creator partnerships, powers content, and ultimately moves the needle in both engagement and sales.
Artisan Council and NYX PM built a long-term, culture-driven partnership that sparked viral moments by tapping into organic community buzz and collaborating seamlessly and cross- functionally with the NYX PM team. This strategic approach helped propel NYX PM to be named one of BeautyMatter’s top three hottest brands in Q2 2025, as highlighted in their article titled “Who Ruled Beauty in Q2 2025.”