How NYX Cosmetics powers a global content engine with Globaledit

the challenge

NYX Professional Makeup has long maintained its place at the forefront of the modern beauty category, leading the industry with its commitments to inclusivity and cruelty-free standards while maintaining a seemingly endless stream of culturally relevant collaborations and viral product launches. The proof is in the content: from vibrant e-comm imagery and campaign heroes to on-model shots, application videos, tutorials, BTS, swatches, B&As, torture tests, shade grids, UGC, and even music videos, NYX produces, publishes, and refreshes its omni-channel creative at a pace that matches its momentum.

Keeping up with that output is an operational challenge as much as a creative one. When Rory Rockmore, VP of Global Creative, first joined NYX, the process for making selects was a five-person, multi-hour ordeal. “We’d get selects in a 500-page, low-res PDF deck,” he recalls. “Then we’d print everything out, literally put it on the walls of our office, write our edits directly on the printouts, then take it all down.”

Get the full breakdown of how NYX built their creative workflow in Globaledit.

Take a look at how they built their creative workflow in Globaledit.

the solution

Streamlining selects and markup, at scale

The NYX team often shoots for two weeks straight at a time, producing more than 15,000+ assets to sort through. At this volume, moving fast and staying organized in post-production is paramount.

Globaledit’s infinite-scroll, visual-first workspace replaced the PDF review process entirely. In creative review, Rory’s team can preview all content at a glance and drill down into the details when they need to. They can pull up every alternate of a specific model, browse every shot from a mega-shoot day, or find a particular asset without knowing its file name. Where past decks were uneditable and disorganized, Globaledit’s interface is designed to handle content in any size or file format, turning large asset libraries from unwieldy black boxes into dynamic visual resources.

The flexibility and agility that Globaledit’s platform offers extends beyond the office. Faced with tight turnarounds the moment that shoots wrap, Rory needed to make selects as efficiently as possible to keep post-production moving. “I’ve definitely fallen asleep in front of my computer after going through tens of thousands of images,” he says. With Globaledit’s mobile app, he can make selects from his couch, on set, and on the go, so retouchers can get to work faster.

Maintaining creative control for downstream distribution

NYX’s creative moves through a dense network of internal team members and external agency partners before it’s distributed to expansive local and global teams for their respective uses. Keeping everyone oriented around the same assets, at the same stage, with the same context, is as important as the creative work itself. “My job is to protect images from going out until they’re fully finished and exactly what we want to release,” says Rory.

Globaledit makes both sides of that possible. For WIP content, Rory can cross-reference his selects against those of his colleagues and agency partners in real time, immediately seeing whether his team is aligned. For final content, granular permissioning in Globaledit allows a tight team of senior creatives to gate those assets until they’re ready to be shared downstream. For NYX’s print campaigns, where the stakes are especially high, that means global teams will always receive final content without the risk of watermarked, pixelated, or placeholder imagery ending up where it shouldn’t.

Rory Rockmore

VP of Global Creative, NYX Cosmetics

“Moving to Globaledit created one of the most efficient processes we’ve ever had. I can’t say enough good things.”

what’s next

With Globaledit, NYX replaced a manual post-production process with a single platform that every stakeholder, internal and external, works from daily. Rory’s team no longer loses hours setting up for creative reviews, retouchers work faster because selects happen the moment a shoot wraps, and agency partners and brand-side creatives stay aligned through the entire asset lifecycle. With a roster of recurring models across shoots and seasons, the NYX team plans to explore Globaledit’s custom AI face-tagging capabilities to organize its asset library even more intelligently. It’s a natural next step for a team already running a finely-tuned high-volume creative machine.

See how Globaledit could work for your team with a free demo here.