Nyx Cosmetics Expands Retail Presence

Nyx Cosmetics has increased its store placement to coincide with the launch of its Spring 2012 assortment. On the heels of a successful year, which included growth in professional, domestic chain, and international channels as well as social media expansion, this additional placement along with the newly launched branding campaign will further strengthen brand recognition and awareness, according to the company.

The firm will target expansion within their core professional beauty trade outlets as well as existing partnerships such as Ulta and Nordstrom. Expanding on their already strong retail presence at Ulta, the first national retailer to pick-up the brand in 2008, they will be adding an additional two feet of retail space within the beauty superstore this year.

Nyx recently launched in approximately Nordstrom 20 doors and based on early success, anticipates additional placements throughout the year.

“Within the last year, Nyx Cosmetics has experienced significant, multi-faceted company growth, and we are extremely excited by the continued expansion that strategic retail partnerships and a new branding campaign will afford us,” said Scott Friedman, Nyx Cosmetics’ CEO. “We are proud of the reputation Nyx has built as an attractively-priced, professional makeup line and we look forward to building and reaching a larger group of discerning consumers.”Nyx’s strong presence in thousands of professional beauty stores throughout the nation and the dramatic same store sales increases that their brand following has generated is a testament to the core values of the brand.

Nyx Cosmetics will also focus on expansion within its international retail partners, growing its presence with German-based beauty superstore, Douglas (currently in approximately 100 doors throughout Germany and Austria) and will complete the roll out to the remainder of the Douglas stores in Germany and Austria over the following 12 months.

Additionally, the brand looks forward to new strategic partnerships with select retailers in Canada and Australia during calendar year 2012.

To capitalize on this growing retail expansion and projected sales growth, Nyx Cosmetics has also developed a new branding campaign to further raise brand profile.

“Our goal in creating this campaign was to appeal to our range of consumers through an empowering, yet feminine creative platform,” said Toni Ko, founder and chief creative director of Nyx Cosmetics. “The Nyx woman is fun, fierce and sexy so we wanted to create something that would spotlight these different sides of her personality.”

Additionally, they just launched the Nyx Cosmetics’ Facebook store, which offers exclusive sales and simplified purchases, and reached their 100,000th Facebook fan in December 2011.

To see more about Nyx, click here.