Inside a NYX Professional Makeup store

L’Orèal-owned NYX Cosmetics kicked off the opening of its second east coast store at Tyson’s Corner Center in McLean, Va. on April 1. The 1,000-square-foot store is the seventh retail store for the brand in the U.S.

About 300 people were lined for the 10 a.m. grand opening. The first 250 in line got “First in Line” wristbands entitling them to a free lip-shaped makeup bag and scratcher cards offering a chance to win a $100 NYX shopping spree and other giveaways.

Like the other NYX stores, the new location is digitally focused to appeal to the brand’s core shoppers and features a six-station beauty bar where visitors can view tutorial videos on a number of key makeup trends, including  Highlight & Contour, Sculpt and Strobe and The Perfect Brow. Products described in the video are merchandised to the right of the mirror so consumers can easily find them. Three stations are devoted to relevant up-to-the-minute trends; this month the stations featured Festival Pop looks featuring bold and bright colors for the music festival season. The front-of-store endcap is devoted to products used in the Festival Pop videos.

“The beauty bar is the cornerstone of the NYX store,” said Nathalie Kristo, senior vice president of marketing and global business development for NYX. “We want to be a full service. Makeup artists are available to help customers, but it’s a non-intimidating fun experience. We’re a professional artistry brand that’s accessible to everyone. NYX is a fun, easy, accessible brand.”

The brand, known for its on-trend product and rich color offerings, has a strong following among makeup professionals as well as beauty vloggers. Beauty YouTube and Instagram vloggers are featured in in-store tutorial videos as well as in the store’s promotional images and top beauty vloggers Kristen Leanne, Alex Faction and Jordan Hanz attended the opening of the new store. The social media community is critical to the brand’s identity.

In-store videos, which can be activated when a product is scanned, demonstrate how different vloggers wear the same product and how the product looks on different skin tones. “Our user-generated content comes up when you scan an item so customers can see how different people interpret one look,” Kristo said. “It’s a way for us to highlight everyday artists and makeup artists.”

Kristo said some of the most popular products in stores now are the eight-shade Highlight and Contour Palette, the dual ended Contour Stick that highlights and contours and the seven shade Strobe of Genius Illuminating Palette. “Strobing is very big now,” she said.

NYX plans future stores in 2016 include Mall of America, Bloomington, Minn., and Sherman Oaks, Calif.