NYX Professional Makeup Opens First-Ever Flagship Store in the Heart of Manhattan

As seen on PR Newswire:

By NYX Professional Makeup

LOS ANGELES, Oct. 20, 2016 /PRNewswire/ — NYX Professional Makeup is set to launch its first flagship store in Manhattan on Friday, October 28th, just in time for Halloween. Located in the heart of Union Square, the cosmetic company’s 20th domestic store is perfectly positioned for New Yorkers and tourists alike to shop the complete line of affordable, professional makeup.

NYX Professional Makeup stores combine digital technology with a hands-on educational environment that provides consumers with a completely 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:

The Colorcast wall: Colorcast showcases the colors of the NYX Professional Makeup community from across the world. Colorcast will scan your colors and reflect back the makeup artistry that features those shades. Shoppers will also be able to filter the community content based on hair color, eye color, or iconic NYX Professional Makeup products.

Education: Three new digital makeup education experiences that will turn any makeup novice into an expert: the Brush Bar where anyone can master the techniques and uses of each brush, the Lash Bar where a guided experience can help shoppers find the perfect false lashes, and the Masterclass area where influencers and experts teach classes on makeup artistry.

Services: 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 menu of lessons includes highlight & contour, lash application, brow mastery, and others.

“After a year of successful openings across the country, we are thrilled to open our first flagship store in New York City, right in the heart of Manhattan,” said Scott Friedman, President of NYX Professional Makeup. “New York is the ultimate beauty mecca with a very discerning customer, which means the store has to feel special and unique. Through exclusive, interactive areas within our largest footprint yet, customers will be treated to a customized beauty shopping experience unlike any other.”

The NYX Professional Makeup Union Square Grand Opening will take place on Friday, October 28th (9am–11pm), Saturday, October 29th (9am–11pm) and Sunday, October 30th (10am–8pm). The weekend will feature meet-and-greets with some of today’s most popular beauty influencers from YouTube and Instagram, exciting prizes, and limited-edition collectibles for customers.

For more information about store locations, please visit http://www.nyxcosmetics.com/nyxretail.

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.


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