SANTA ANITA—Makeup lovers rejoice: NYX Cosmetics opened its first-ever flagship retail store at the Westfield Santa Anita on Friday, Oct. 2. The vibrantly designed and high-tech store features over 2,000 products on its walls to satisfy the aesthetic needs of the new generation of makeup lovers. From foundations, lipsticks, eyebrow tools, nail polishes and more, the NYX Cosmetics store is sure to have it.
It is fitting for NYX Cosmetics, which was started in Los Angeles, to open its first store in the region, said Nathalie Kristo, senior vice president of global marketing and business development for the brand.
“We’re based in Los Angeles, so we wanted to open our first store here in the area. We wanted to reflect the diversity of our community and consumers. We find that Westfield Santa Anita does a good job at really being a mall for the community, so it was important for us to be here,” Kristo said.
This weekend, until Sunday, Oct. 4, NYX Cosmetics is celebrating its grand opening with special guests and prizes. The first 250 people in line on Saturday and Sunday will get a “First in Line” wristband, which guarantees a FREE limited edition and collectible lip shaped makeup bag and a scratcher card for a chance to win a $100 NYX Cosmetics shopping spree.
NYX Professional Makeup will continue its strong partnerships with key retailers that currently distribute NYX. Its flagship stores will serve as an extension of its current retail distribution, combining digital technology with a hands-on self-learning environment that will provide consumers with a completely new NYX experience.
“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,” said Scott Friedman, NYX Cosmetics CEO.
The new retail store features include an interactive NYX Beauty Bar, a digital community wall, and innovative use of digital imagery and social media content throughout the store. By developing these first-to-market technological innovations, the NYX stores will bring the excitement and energy of the online beauty world into the retail space.
By the end of the year, four more stores will open in California: Del Amo Fashion Center in Torrance; Victoria Gardens in Rancho Cucamonga; Westfield Valley Fair in Santa Clara; and Broadway Plaza in Walnut Creek. Next year, more stores are slated to open.
As a digital-native brand with a global online community made up of millions of beauty fans, the NYX Professional Makeup store was created for today’s makeup consumers who are adapting the skills and the tools of professional makeup artists to their own personal style.
Recognizing that these new artists are often self-taught and love to share their makeup style with the world, the NYX Professional Makeup store will celebrate 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 wanted to create a store we knew our fans would love — the first place where our fans could find every single product that NYX carries… [It’s a] place where we could really celebrate our online community, and pay tribute to the artistry of the everyday people and have a place where they could come and experiment with makeup,” Kristo told the Asian Journal.
The new NYX Professional Makeup stores will be a playground for beauty junkies who love to have fun with makeup. NYX has been a leader in providing cruelty-free, quality products with high pigments and high payoff. From classic, season and on-trend cosmetics, NYX is accessible to newbies, beauty lovers and professional makeup artists alike – all at an accessible price point.
“For us, the No. 1 priority is to produce high-quality makeup because that’s what people want at a reasonable price point. We invest all of our resources into the product. We’re not a brand that does a lot of advertising,” Kristo said. “We focus on making products that deliver a high payoff, high pigmentation, also because our fan base is very diverse – all kinds of skin tones so it’s important for us that our product delivers and has good pigmentation and color.”
“I am a longtime NYX Professional Makeup fan, so it was very cool to partner with them to help develop their retail stores,” said Charis of YouTube channel, Charisma Star. “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.”
Honoring its deep relationships with some of the most popular Instagram and YouTube beauty influencers, NYX has teamed up with these beauty gurus as campaign models. Additionally, every month select NYX Professional Makeup stores will host meet-ups and in-store content takeovers with these influencers.
In their continued support of artistry and self-expression, the first NYX Professional Makeup stores will also include custom pieces of street-art in store, created by HUEMAN, a renowned female street artist.
Currently, NYX Professional Makeup is available in 70 countries at thousands of beauty and fashion retailers and on www.nyxcosmetics.com
