Email review
NYX Professional Makeup vs. Lancôme
Delving into the finesse and strategy behind NYX Professional Makeup and Lancôme's compelling emails — emphasizing their mastery in usability, brand consistency, accessibility, and design elements that underscore their distinctive brand identities and marketing success.
First impression
NYX Professional Makeup
- Campaign tagline: "Unleash Your Creativity"
- Visual presentation: Features bold, vibrant colors with dynamic product shots.
- Initial engagement: Utilizes high-energy visuals and interactive elements like swipe-through product galleries.
Lancôme
- Campaign tagline: "Elegance is an Attitude"
- Visual presentation: Showcases elegant, high-quality imagery of products in a luxurious setting.
- Initial engagement: Offers a refined, sophisticated layout that underscores the brand's luxury appeal.
Usability
Email web version
Clickable images
Why are these points important?
Clickable images: NYX and Lancôme enhance the email experience with easily accessible product cards and clickable images, directing users swiftly to desired products or relevant website pages, streamlining navigation and user engagement.
Email web version: Essential for accessibility, ensuring that recipients can view the email's content outside of their email client.
Design
Optimization for mobile devices
Both brands ensure their emails are mobile-friendly, which is crucial for reaching a broader audience effectively.
Optimization for dark mode
NYX's vibrant palette and Lancôme's elegant design translate well in dark mode, maintaining visual impact and brand integrity.
Brand consistency
NYX maintains its bold, energetic aesthetic, while Lancôme preserves its luxurious and sophisticated essence, even within the limitations of email clients.
Email accessibility
Both brands use Sans Serif font, aiding readability. Sans serif fonts are advised for enhanced accessibility, catering to individuals with dyslexia and visual impairments.
Line spacing at 150%
Single-color backgrounds
Alt texts for images
Accessibility: Both brands utilize features like sans serif fonts and adequate line spacing to enhance readability.
Email copy
Introduction
NYX's email is punchy and engaging, inviting recipients to explore their creativity with the latest products. Lancôme's email offers an invitation to experience luxury and elegance through their high-end products.
Call to action
NYX frequently encourages trying new looks or participating in social media challenges, while Lancôme often invites viewers to discover exclusive offers or join their loyalty program for special benefits.
Product description
provides vivid, enticing descriptions of their products, emphasizing fun and creativity. Lancôme focuses on the sophistication, science, and benefits behind their products, appealing to a desire for luxury and quality.
Legal requirements
Postal address
Unsubscribe option
Consent reminder
NYX Professional Makeup and Lancôme tailor their email marketing to distinct demographics: NYX targets a younger, trendier audience with vibrant, creative content, while Lancôme focuses on elegance and luxury for a more mature market. Both strategies reflect their brand identities and adhere to marketing regulations, emphasizing transparency and respect for user preference.