NYX was a disrupter, market leader and creative innovator in the cosmetics world until its acquisition by L'Oréal, when the brand went mainstream. Re-building the relevance and engagement with their loyalists was a challenge for the brand team, who lacked an understanding of their passions and behaviours. In order to re-insert themselves into culture, the brand decided to sponsor a prestige TV show, but they lacked the data confidence to decide which streaming platform, and which show they should invest in.

Analysing the communities that connected to the NYX universe gave Codec.ai a clear picture of their passions and hobbies. It was fast and simple to uncover trends in the data that indicated that the most popular streaming platform was Netflix. Codec.ai's algorithms tagged the Netflix content with topics, and identified the top genres and shows. Top trending shows were a mixture of teenage high school dramas, millennial nostalgia, supernaturally-themed.