Beauty Store Business magazine - January, 2020

NYX Professional Makeup Opens Manhattan Flagship Store

NYX Professional Makeup recently opened its first-ever flagship store in Manhattan. Located in Union Square, it is the company’s 20th domestic store.

NYX Professional Makeup stores boast digital technology with a hands-on educational environment designed to enhance consumers’ makeup experience. In keeping with the brand’s heritage as a truly digital brand, its 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 of marketing and global business development. "The NYX Professional Makeup store is a place where we celebrate our online community while encouraging everyday 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. It scans users’ colors and reflects back the makeup artistry that features those shades. Shoppers are also able to filter the community content based on hair color, eye color or iconic NYX Professional Makeup products.
Education: There are three new digital makeup education experiences that are designed to turn makeup novices into experts. There is 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 NYX Professional Makeup artists. The menu of lessons includes highlight & contour, lash application and brow mastery.

"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."

[Image courtesy NYX Professional Makeup]