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NYX Hopes to Strike It Rich in Las Vegas

Long lines expected for grand opening of the 32nd U.S. NYX store.

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.

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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.