NYX Professional Makeup to open flagship store in Manhattan

NYX Professional Makeup is set to open its first flagship store in Union Square, Manhattan.

The store will open on 28 October, just in time for Halloween. This is the cosmetic company's 20^th domestic store and it will feature a complete line of professional makeup.

NYX Professional Makeup has claimed that its stores combine digital technology with a hands-on educational environment, which provides consumers with a completely new makeup experience.

In line with its positioning as a digital brand, NYX Professional Makeup stores feature a series of innovative technologies, such as the in-store Beauty Bar, an interactive makeup station featuring custom video tutorials, a trend-based Lip Bar, and Shadow Bar.

NYX Professional Makeup's marketing and global business development general manager Nathalie Kristo said: "It is very important to us that our digitally-enhanced stores marry the online beauty community with the everyday retail world.

"The NYX Professional Makeup store is a place where we celebrate our online community while encouraging every day customers to come play, experiment, and have fun with makeup. We have created interactive features for consumers to enjoy while educating themselves in the process."

The Union Square flagship store will have several new features, including the colorcast wall, which will showcase the colours of the NYX Professional Makeup community from across the world. Colorcast will scan colours and reflect back the makeup artistry that features those shades. In addition, Shoppers will be able to filter the community content based on hair colour, eye colour, or NYX Professional Makeup products.

NYX Professional Makeup's president Scott Friedman said: "After a year of successful openings across the country, we are thrilled to open our first flagship store in New York City, right in the heart of Manhattan.

"New York is the ultimate beauty mecca with a very discerning customer, which means the store has to feel special and unique. Through exclusive, interactive areas within our largest footprint yet, customers will be treated to a customized beauty shopping experience unlike any other."