New NYX Lash Bar

Just three weeks after a splashy debut in Las Vegas, NYX Professional Makeup is at it again. The L’Oréal -owned brand is opening on June 9 in the Westfield Century City Mall in Los Angeles. It is the company’s 33rd store in the U.S. and the fifth for the greater Los Angeles market.

NYX Professional Makeup opened its first brick-and-mortar store in 2015 and continues to unveil units in some of the country’s busiest shopping malls, such as Tysons Corner Center and The Galleria in Houston.

With each opening, the company takes learnings to further tweak its formula that fuses technology and a hands-on educational environment. This latest version introduces a new Brush Bar and Lash Bar. Those areas join a Beauty Bar, an interactive makeup station with custom video tutorials, a Lip Bar, Shadow Bar and a service bar where customers can book 30-minute tutorials.

Brush Bar 

A private shopping experience with vlogger Chrisspy takes place at a preview before the grand opening on June 8 for the first 200 fans in line. There will also be special giveaways on the official opening day, which have become a hallmark of the frenzied openings. It isn’t unusual for more than 300 NYX Professional Makeup  fans to line up at openings for deals such as a free mini train case with the purchase of $75 or more or a chance to win a $100 shopping spree.

The brand’s star is also rising with retail partners where it recently entered Walgreens and Macy’s. Retailers said the buzz created in the NYX Professional Makeup freestanding stores translates to cash register rings in their beauty departments. “The stores help build awareness of the brand and drive shoppers to our retail partners,” explained NYX Professional Makeup chief executive officer Scott Friedman in April at the National Association of Chain Drug Stores Annual Meeting.

The number prove that NYX Professional Makeup is gaining traction on retail partner shelves. According to IRI numbers, NYX Professional Makeup’s bronzer sales in multiple unit doors for the 52-week period ended May 14 rocketed 277 percent. Its Lip Lingerie (a blogger favorite) volume soared more than 800 percent during that same period. NYX Professional Makeup is the third largest-selling brand in lip gloss (behind parent L’Oréal and Markwins), a major feat considering it is sold only in Target, CVS and Walgreens in channels tracked by IRI.

NYX Professional Makeup is also scoring big in the trend to customization. Shoppers in stores can put together customized eye shadow palettes.

Beyond the U.S., NYX Professional Makeup is expanding internationally, recently opening its first store in the U.K. and unveiling its largest to date in Paris in the Forum des Halles shopping center. That was the company’s 13th site in France.

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