NYX Professional Makeup showcases technology in first brick-and-mortar

NYX Professional Makeup will open its first brick-and-mortar store in Arcadia, California, on Oct. 2. After the makeup brand launches in the Santa Anita Mall, it will expand to several more U.S. and global stores in select urban centers throughout 2016.

NYX Professional Makeup stores will feature the brand's exclusive cosmetics line with an interactive approach, combining technology with a hands-on experience, Drug Store News reported.

Interactive in-store features include a NYX Beauty Bar, a digital community wall, and the use of digital imagery and social media content. In addition, custom art pieces created by street artist Hueman will be displayed throughout the store. 

The new locations will host meet-ups and events with Instagram and YouTube beauty influencers, making the stores an even more dynamic destination shop. 

Additional locations will be opening in California in the cities of Torrance, Cucamonga, Santa Clara and Walnut Creek.

"We're very excited about this new chapter for the brand and are proud to be able to create a space where fans can come play, learn and share their love for NYX Professional Makeup," Scott Friedman, CEO of NYX Cosmetics, told Drug Store News.

NYX Professional Makeup joins the growing number of e-commerce beauty and fashion brands jumping into the brick-and-mortar space such as BirchBox, Bonobos, Rent the Runway and Gilt.

For more:
-See this Drug Store News article

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