Beauty Store Business

JAN 2016

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26 January 2016 | beautystorebusiness.com Bringing the energy of the online beauty community to a traditional retail storefront, NYX is proving one brand really can have it all. by Malena Jaime WITH AN EVER-GROWING COMMUNITY OF BEAUTY BLOGGERS, YouTube stars and Instagram gurus, cosmetics brands today are pushing to keep up with the demands of the self-taught, self-propelled young market. It comes as no surprise, then, that a brand that has embraced and catered to its social-media following since its launch 16 years ago, has figured out how to bridge the gap between the digital and retail worlds, while staying on the cutting edge of innovation. Already an ever-trending, beloved cult brand in the beauty world, NYX Professional Makeup has taken its long-time commitment to quality to a new level, opening its first digitally enabled retail stores in fall of 2015. "The concept of our new retail locations is to create an environment that completely expresses the NYX brand," says NYX Cosmetics CEO Scott Friedman. "We offer the widest selection of products to satisfy the needs of the most demanding makeup artist, but make it easy for the less sophisticated makeup users to learn, play and experiment in a warm, welcoming environment—and at prices that allow them to try new things." Getty Images for NYX Cosmetics

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