NYX Professional Makeup to open digitalised retail stores

NYX Professional Makeup on Thursday said it will open its first-ever digitally enabled retail store on October 2 at the Westfield Santa Anita Mall in the greater Los Angeles region. The company plans to add more stores in 2016 in select urban centers nationally and globally.

The company took the new step keeping in view of the global online community and increased demand from its beauty fans across the globe. 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.

With digitalisation, NYX aims to offer a 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’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.

NYX said its digital stores will serve as an extension of its current retail distribution.