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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SOURCE NYX Professional Makeup