The store was designed with unique digital features bringing the passion of the online beauty world into a retail environment. 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.
Recognising that these new artists are often self-taught and love to share their makeup styles with the world, the NYX Professional Makeup store celebrates 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 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 Professional Makeup Cosmetics CEO. NYX Professional Makeup will continue its strong partnership with its retailer that is currently distributing NYX Professional Makeup. Its freestanding store will serve as an extension of its current retail distribution, combining digital technology with a hands-on, self learning environment providing consumers with a completely new NYX Professional Makeup experience.
The new retail store features include an interactive NYX Professional Makeup Beauty Bar, a digital community wall, and innovative use of digital imagery and social media content throughout the store, bringing the excitement and energy of the online beauty world into the retail space. "Our stores 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 Professional Makeup Cosmetics SVP of Global Marketing and Business Development.
Honouring its deep relationships with some of the most popular Instagram and YouTube beauty influencers, NYX Professional Makeup has teamed up with beauty gurus as campaign models. Additionally, their NYX Professional Makeup store will host meet-ups and in-store content takeovers with local beauty influencers, such as Kandy Kane.