NYX Professional Makeup is set to launch their first-ever retail store in South Africa later this month, and if you love high quality, affordable makeup, this is the time to sit up and focus. A cult brand from Los Angeles, NYX Professional Makeup has become one of those well-loved brands locally, providing beautiful pigment quality and impressively pleasing formulations across their lines, at really accessible price points.
The new store launches on 26 August at Canal Walk shopping center in Cape Town and has been designed with unique digital features that will bring the online beauty world into a retail environment. The store was created for modern makeup consumers, who are adapting skills and tools of professional makeup artists to their own personal styles. Many of these new makeup artists are self-taught, and want to share their skills with the world through their online platforms. So the store is there to empower this, offering a complete line of affordable professional makeup, new digital technology features and an interactive approach that puts techniques and tools into the hands of their customers.
“We 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 Professional Makeup Cosmetics CEO.
The free-standing store 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 Professional Makeup experience. The store will include an interactive NYX Professional Makeup Beauty Bar, a digital community wall, and the use of digital imagery and social media content throughout the space, bringing the excitement and energy of the online beauty world into the retail space.
“Our stores celebrate the new generation of beauty influencers, and their dedicated followers, by highlighting the creativity and artistry of these real-world makeup lovers,” said Nathalie Kristo, NYX Professional Makeup Cosmetics SVP of Global Marketing and Business Development. “With our complete line of professional makeup and new digital services, our customers will be empowered to create and share their own makeup looks.”
Honoring its deep relationships with some of the most popular Instagram and YouTube beauty influencers, NYX Professional Makeup has teamed up with beauty gurus as campaign models. Additionally, the local store will host meet-ups and in-store content takeovers with local beauty influencers.
The NYX Professional Makeup store will open in Canal Walk on 26 August 2017.