NYX Professional Makeup will open its newest store on May 19 at the Miracle Mile Shops at Planet Hollywood in Las Vegas. It is the first in Las Vegas and the 32nd freestanding store in the U.S. for L’Oréal-owned brand.As has become customary for NYX store openings, shoppers are expected to line up well before the doors open to score special deals. YouTube and Instagram personalities such as Alyssa Edwards and Nikita Dragun are slated to attend, along with NYX Professional Makeup executives. There will be a grand opening Influencer Party at XS Nightclub to get social networks buzzing at #NyxCosmeticsMiracleMile.The opening will feature a photo booth, Express Lip Touch-Ups, a Henna artist, a train case illustrator and a Drybar Braid Bar.The NYX stores have become known for fusing technology and innovative merchandise. The Las Vegas door will offer an interactive beauty bar featuring exclusive in-store tutorials as well as a Shadow Bar and Lip Bar. Industry sources estimate NYX units pump out more than $1,000 per square foot.NYX is undergoing meteoric growth, not only in its own stores, but also with distribution with new retail partners including Walgreens Boots Alliance and Macy’s Inc. That adds to existing footage in Ulta Beauty, Target Corp. and CVS. NYX opened its first U.K. store last month and on April 19 opened one of its largest doors to date in Paris at the Forum des Halles shopping center. It will be NYX's 13th location in France.According to IRI numbers tracked in multiunit doors for the three months ended April 19, NYX is posting some eye-opening numbers. Its lip liner sales soared 30 percent, eye brow makeup jumped 40 percent (with its Micro Eye product posting 189 percent gains) and it is the largest lip treatment brand thanks to Pump It Up lip plumper.
“I’ve struggled my whole life to find a bathing suit that fits me that doesn’t look like a maternity bra. I’m proud of the line because it’s an accurate representation of me rather than me putting on someone else’s clothes,” says @atlantabean of her swimwear collaboration with @piaarrobio, LPA X ATL. The two decided on a swimwear collab and increased the industry standard size for the pieces. Read more about the line — and our interview with de Cadenet Taylor and Arrobio — on WWD.com #wwdfashion
Exclusive: Cate Blanchett has been named the first global beauty ambassador for @armanibeauty. Blanchett has been the face of the brand’s Sì fragrance franchise since 2013, and is now representing all of the label’s beauty categories including makeup and skin care. #wwdbeauty (📷: @zefashioninsider)
“From concept to creation, my goal was to create beautiful pieces, with a variety of sizes, all at affordable prices,” said @joansmalls of the swimwear and intimate apparel she designed for @smartandsexysocial. The collection includes neon laced bras, sheer bodysuits and swimwear separates. The intimates collection will launch in July, while the swimwear collection will be available for purchase on Tuesday at select @walmart stores, walmart.com and smartandsexy.com. #wwdfashion