2016-01-27 16:00:46

NYX Opens Flagship Store with Digital Features

2016-01-27 16:00:46

NYX Professional Makeup has opened its first flagship retail store in Northern California - and it's fully loaded with unique digital features, the company says. The store is at the Westfield Valley Fair shopping center in Santa Clara, California.

"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 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 company will also be opening several new locations around the world throughout 2016.

Digital Features

Last year, NYX announced that it recruited social media influencers to design its store concepts, which include digital features. 

The stores are designed to provide an environment where beauty fans can try new products and adapt the tools of professional makeup artists and online influencers to their own personal style. A slew of innovative technologies are designed to assist the makeup shopper in finding education and inspiration from the global beauty community.

One example is the NYX Beauty Bar - 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.

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