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Issue link: http://beautystorebusiness.epubxp.com/i/107814
MADE IN IT ITALY TALY Th S u The Supreme e Argan Treatment me n m en men t Where are NYX Cosmetics usually retailed? Friedman: NYX is usually retailed in professional beauty stores. We have [always] attended Cosmoprof [North America], and got our start and our initial growth one independent beauty store at a time. Each beauty store represents a valuable partnership for our brand. We're also found in several beauty chains with our largest retail partner being ULTA Beauty. Our largest international partner is the Douglas Perfumerie chain based in Germany. As our brand has developed and our products have become must-have items, particularly for the most knowledgeable makeup artists, we have started to sell to additional best-of-class beauty chains and stores in the past few months, including 28 Ricky's stores, 24 Beauty Plus Salon stores, Empire Beauty, Peerless Beauty & Barber Supply, Beauty Collection and more. Are you currently seeking additional distributors and retailers? Friedman: We are seeking additional PRO-AGE MASK HAND HAND A &5($0 PRO-AGE SHAMPOO PRO-AGE &21',7,21(5 PRO-AGE 2,/ PRO-AGE 75($70(17 62)76+,1( SPRAY GET FREE GO sleek STYLING PRODUCTS & ARGAN AGE KITS WITH PURCHASE OF AN ARGAN-AGE OPENER * Call for more details m e beauty store retail partners and potentially sales reps or distributors who maintain a strong presence in those markets in which we have gaps in our coverage. We wish to add retailers that are good for our brand and our consumers. Anyone who is interested is encouraged to contact Brandyn Stugart at brandyn@ nyxcosmetics.com. What's the best way to display cosmetics in retail? Toni K.: Keeping the focal items at eye /,66 66 3(5)(&7 SAFE 675$,*+7 1875,/8; .,7 Avail a b le e x clu s i v e l y t hr oug h /,*+7/8; .,7 S i nc e 1 9 6 9 BARBARA S BEAUTY WHOLESALE DISTRIBUTORS 0DNHPRUHSUR¿WZLWKRXU9,33DUWQHUVKLS3URJUDP %DUEDUDV%HDXW\FRP,FH&UHDP;%HDXW\FRP Build loyal customers with an Ice Cream Plan-O-Gram 50 March 2013 | beautystorebusiness.com level and well-stocked is very important, as well as keeping shelves clean. If there are any testers available, make sure they are cleaned and rotated out on a regular basis. For stores that don't currently retail cosmetics, what are the reasons that you feel they need to start? Friedman: Not all retail stores should sell cosmetics. If they aren't committed to keeping them clean and well-stocked, a cosmetics display may not be for them. There are several interesting retail formats that draw consumers of cosmetics. In fact, several fashion chains have begun reaching out to us. It is most important that the stores educate their staffs and provide a broad selection so that they can truly become beauty destinations. For beauty stores and salons, the more color cosmetics the better. From our perspective, the color cosmetics business—and interest in cosmetics in general—continues to grow worldwide. Cosmetics are not going away, even in difficult or uncertain economic times. A full range of color cosmetics, such as the NYX assortment, allows salons that traditionally have not carried color cosmetics to give their customers a more complete solution to their beauty needs. In what ways do you collaborate with makeup artists? Friedman: NYX has become a recognized and well-liked brand among professional makeup artists for the quality, color payoff, shades and product range. Our popularity among Hollywood celebrity makeup artists is notable with frequent partnerships with makeup artists when preparing their celebrities for the red carpet. We also partner with makeup artists for New York Fashion Week shows, events, and film and TV. Do you work with any beautysampling companies? Friedman: We do work with some beauty-sampling companies on a limited basis both in the United States and internationally. Our brand has grown through word of mouth, so we always benefit when a new consumer tries our product. Would you please talk about your social-media campaigns? Friedman: NYX has a strong presence on Facebook, Twitter and YouTube, as well as on Instagram, Pinterest, Google+ and more. We value each channel independently, yet share a cohesive and consistent message, which is critical to successful brand messaging. Our fans are engaged, and it's our priority to keep them listening. In addition to sharing product information, makeup trends and tips, specials and discounts, we share exclusive product launches and company information with our fans. People want to know about the company's DNA, and we do our best to deliver that information.