NXY To Open Freestanding Stores

NYX Professional Makeup is ready to open its first flagship retail stores. The first store grand opening is set for Oct. 2 at the Westfield Santa Anita Mall in the greater Los Angeles region, with additional nationwide and global stores rolling out in select urban centers throughout 2016.
 
As a digital-native brand with a global online community made up of millions of beauty fans, the NYX Professional Makeup store was created for today's makeup consumers who are adapting the skills and the tools of professional makeup artists to their own personal styles.  Recognizing that these new artists are often self-taught and love to share their makeup styles with the world, the NYX Professional Makeup store will celebrate everyday makeup artistry by offering a complete line of affordable professional makeup, new digital technology features and an interactive approach that puts techniques and tools directly into the hands of shoppers.
 
“We're very excited about this new chapter for the brand and are proud to be able to create a space where fans can come play, learn and share their love for NYX Professional Makeup,” said Scott Friedman, NYX Cosmetics CEO.
 
NYX Professional Makeup says it will continue its strong partnerships with key retailers that currently distribute NYX, and that its flagship stores will serve as an extension of its current retail distribution, combining digital technology with a hands-on, self-learning environment that will provide consumers with a completely new NYX experience.
 
The new retail store features include an interactive NYX Beauty Bar, a digital community wall, and innovative use of digital imagery and social media content throughout the store.  By developing these first-to-market technological innovations, the NYX stores will bring the excitement and energy of the online beauty world into the retail space. 
 
“Our stores will celebrate the new generation of beauty influencers, and their dedicated followers, by highlighting the creativity and artistry of these real-world makeup lovers,” said Nathalie Kristo, NYX Cosmetics SVP of global marketing and business development, NYX. “With our complete line of professional makeup and new digital services our customers will be empowered to create and share their own makeup looks.”