The California based professional makeup brand debuts their innovative and interactive retail experience in the heart of Silicon Valley
NYX Professional Makeup, the cult favorite makeup brand with unique products that cater to a new generation of makeup lovers, has opened its first flagship retail store in Northern California at Westfield Valley Fair shopping center in Santa Clara.
NYX retail stores are a one-of-a-kind addition to the beauty retail world. Fully loaded with unique digital features, the stores bring the passion and innovation of the online beauty world into a bricks and mortar retail environment. NYX launched its first-ever retail store in Los Angeles in October 2015 at Westfield Santa Anita, followed by additional store openings in Southern California, Canada, France, Italy and Spain. The new stores have been a huge hit with makeup lovers in LA and around the globe. NYX's Northern California debut kicks off the rollout of several new locations set to open in the U.S. and globally in 2016.
NYX Professional Makeup has a global online community made up of millions of beauty fans who look to beauty artists and influencers on multiple digital platforms for personal inspiration. The new line of stores was created for these consumers, providing an environment where they can try new products and adapt the tools of professional makeup artists and online influencers to their own personal style. Recognizing that these new artists are often self-taught, the NYX Professional Makeup store encourages everyday makeup artistry by offering a complete line of affordable professional makeup, new digital technology features and an interactive approach that puts techniques and tools directly into the hands of shoppers.
"We are so excited to bring NYX stores to Northern California and provide a space for our fans to enjoy while they learn, play and most importantly express their creativity through makeup," said Scott Friedman, NYX Cosmetics CEO.
NYX flagship stores serve as an extension of its current retail distribution, combining digital technology with a hands-on self-learning environment that provides consumers with a completely new NYX experience. In keeping with its heritage as a truly digital brand, the NYX stores feature a series of innovative technologies designed to assist the makeup shopper in finding education and inspiration from the global beauty community. The NYX Beauty Bar is an interactive makeup station featuring custom NYX video tutorials and products for customers to recreate new and trending makeup looks. Customers can also upload their best selfies for a chance to be featured on the Instafeed digital walls in NYX stores. The new NYX Professional Makeup stores are truly a playground for beauty junkies who love to have fun with makeup.
NYX Professional Makeup will continue to expand its retail footprint nationwide and globally throughout 2016. Additional locations include:
- Broadway Plaza, Walnut Creek, CA
- Willowbrook Mall, Wayne, NJ
- And Many More!
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.
SOURCE NYX Professional Makeup
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