10.20.16
NYX Professional Makeup, known for its well-priced and efficacious cosmetics—and which was purchased by L’Oréal in 2014—is set to launch its first flagship store in Manhattan on Friday, October 28th, just in time for Halloween. Located in Union Square, the brand's 20th domestic store is ideally located for New Yorkers and tourists alike.
The NYX stores combine digital technology with hands-on education to provide consumers with a new makeup experience. In keeping with its heritage as a truly digital brand, NYX Professional Makeup stores feature a series of innovative technologies, such as the exclusive in-store Beauty Bar, an interactive makeup station featuring custom video tutorials, a trend-based Lip Bar, and Shadow Bar.
"It is very important to us that our digitally-enhanced stores marry the online beauty community with the everyday retail world," said Nathalie Kristo, general manager, marketing and global business development. "The NYX Professional Makeup store is a place where we celebrate our online community while encouraging every day customers to come play, and experiment, and have fun with makeup. We have created interactive features for consumers to enjoy while educating themselves in the process."
Exclusive to the Union Square flagship store will be several new features, including: a Colorcast wall; 3 new digital makeup education experiences; a Brush Bar and a Lash Bar. In addition, shoppers at the Union Square store will be able to sign up for personalized one-on-one lessons from the NYX Professional Makeup artists.
The NYX stores combine digital technology with hands-on education to provide consumers with a new makeup experience. In keeping with its heritage as a truly digital brand, NYX Professional Makeup stores feature a series of innovative technologies, such as the exclusive in-store Beauty Bar, an interactive makeup station featuring custom video tutorials, a trend-based Lip Bar, and Shadow Bar.
"It is very important to us that our digitally-enhanced stores marry the online beauty community with the everyday retail world," said Nathalie Kristo, general manager, marketing and global business development. "The NYX Professional Makeup store is a place where we celebrate our online community while encouraging every day customers to come play, and experiment, and have fun with makeup. We have created interactive features for consumers to enjoy while educating themselves in the process."
Exclusive to the Union Square flagship store will be several new features, including: a Colorcast wall; 3 new digital makeup education experiences; a Brush Bar and a Lash Bar. In addition, shoppers at the Union Square store will be able to sign up for personalized one-on-one lessons from the NYX Professional Makeup artists.