NYX Cosmetics Set to Open First Digitally Enabled Retail Stores Aimed at a New Generation of Makeup Lovers

The LA-based professional makeup brand will open its first flagship stores in California in fall 2015, expanding to select urban markets throughout 2016

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NYX Professional Makeup

Sep 24, 2015, 10:00 ET

LOS ANGELES, Sept. 24, 2015 /PRNewswire/ -- NYX Professional Makeup, the cult favorite makeup brand with unique products that cater to the new generation of makeup lovers, is set to launch its first-ever flagship retail stores designed with unique digital features that will bring the passion of the online beauty world into a retail environment. The first store grand opening is set for October 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 will continue its strong partnerships with key retailers that currently distribute NYX. 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."

The new NYX Professional Makeup stores will be a playground for beauty junkies who love to have fun with makeup. "I am a longtime NYX Professional Makeup fan, so it was very cool to partner with them to help develop their retail stores," said Charis of YouTube channel, Charisma Star. "As a passionate beauty consumer, NYX Professional Makeup is offering a place where makeup lovers like me can find all of their favorite products, and truly become a part of the NYX Professional Makeup community. I can't wait for the first store to open and meet my fellow NYX fans there."

Honoring its deep relationships with some of the most popular Instagram and YouTube beauty influencers, NYX has teamed up with these beauty gurus as campaign models. Additionally, every month select NYX Professional Makeup stores will host meet-ups and in-store content takeovers with these influencers.

In their continued support of artistry and self-expression, the first NYX Professional Makeup stores will also include custom pieces of street-art in store, created by HUEMAN, a renowned female street artist.

The first NYX Professional Makeup store will open in Arcadia, California on October 2. Additional locations opening include:

Del Amo Fashion Center, Torrance, CA
Victoria Gardens, Rancho Cucamonga, CA
Westfield Valley Fair, Santa Clara, CA
Broadway Plaza, Walnut Creek, CA

For more information about store locations, please visit nyxcosmetics.com/stores.

About NYX Professional Makeup:
NYX Professional Makeup, named after the Greek goddess who ruled the night and symbolized beauty and power, is known for high-quality, professional makeup at accessible prices. A leader in the global color cosmetics industry, NYX Professional Makeup is defined by exceptional quality products with rich pigments and high payoff. Featuring a range of classic, seasonal, and on-trend cosmetics, NYX Professional Makeup is a must-have among beauty lovers and professional makeup artists. While headquartered in the heart of Los Angeles, NYX Professional Makeup is a global brand available in over 70 countries at thousands of retailers consisting of specialty beauty and fashion stores, freestanding shops, and beauty supply stores, as well as on www.nyxcosmetics.com.

Media Contacts:
Sarah El-Annan
NYX Professional Makeup
[email protected]
323.869.9420

Ani Istanboulian
Golin
[email protected]
213.438.8721

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SOURCE NYX Professional Makeup