09.30.15
NYX Professional Makeup is getting ready to open its first brick-and-mortar retail locations across the U.S. The brand will open its flagship store in California on October 2nd, 2015, at the Westfield Santa Anita Mall in Arcadia, California, before preparing to open additional locations nationwide in select urban centers throughout 2016.
Additional California locations to open by the end of this year include the Del Amo Fashion Center in Torrance; Victoria Gardens in Rancho Cucamonga; the Westfield Valley Fair in Santa Clara; and Broadway Plaza in Walnut Creek.
Scott Friedman, NYX Cosmetics CEO, said, "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."
The brand will also continue its partnerships with key retailers that currently sell NYX.
Bringing the Energy of Online Beauty To Retail
Since the brand is mainly purchased online now by the majority of its cult followers, the retail stores are designed with unique digital features.
The stores will stock a complete line of affordable professional makeup, using an interactive approach to retailing - designed to "put techniques and tools directly into the hands of shoppers," the brand says. The stores will feature a hands-on, self-learning environment that will provide consumers with a completely new NYX experience. These features include an interactive NYX Beauty Bar, a digital community wall, and innovative use of digital imagery and social media content throughout the store.
Getting the Beauty Gurus of Social Media Involved
The brand partnered with social media influencers to develop its retail concept, including YouTube's Charisma Star. A few of the most popular Instagram and YouTube influencers have also been recruited as models in an upcoming NYX campaign. Every month, select NYX Professional Makeup stores will host meet-ups and in-store content takeovers with these influencers.
Nathalie Kristo, NYX Cosmetics SVP of Global Marketing and Business Development, NYX, explained, "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. With our complete line of professional makeup and new digital services our customers will be empowered to create and share their own makeup looks."
Charisma Star said she is excited to be a part of the project, commenting, "I am a longtime NYX Professional Makeup fan, so it was very cool to partner with them to help develop their retail stores. 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."
Additional California locations to open by the end of this year include the Del Amo Fashion Center in Torrance; Victoria Gardens in Rancho Cucamonga; the Westfield Valley Fair in Santa Clara; and Broadway Plaza in Walnut Creek.
Scott Friedman, NYX Cosmetics CEO, said, "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."
The brand will also continue its partnerships with key retailers that currently sell NYX.
Bringing the Energy of Online Beauty To Retail
Since the brand is mainly purchased online now by the majority of its cult followers, the retail stores are designed with unique digital features.
The stores will stock a complete line of affordable professional makeup, using an interactive approach to retailing - designed to "put techniques and tools directly into the hands of shoppers," the brand says. The stores will feature a hands-on, self-learning environment that will provide consumers with a completely new NYX experience. These features include an interactive NYX Beauty Bar, a digital community wall, and innovative use of digital imagery and social media content throughout the store.
Getting the Beauty Gurus of Social Media Involved
The brand partnered with social media influencers to develop its retail concept, including YouTube's Charisma Star. A few of the most popular Instagram and YouTube influencers have also been recruited as models in an upcoming NYX campaign. Every month, select NYX Professional Makeup stores will host meet-ups and in-store content takeovers with these influencers.
Nathalie Kristo, NYX Cosmetics SVP of Global Marketing and Business Development, NYX, explained, "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. With our complete line of professional makeup and new digital services our customers will be empowered to create and share their own makeup looks."
Charisma Star said she is excited to be a part of the project, commenting, "I am a longtime NYX Professional Makeup fan, so it was very cool to partner with them to help develop their retail stores. 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."