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Fast-growing beauty retailer expanding in Manhattan


NYX Professional Makeup is set to launch its first flagship in Manhattan on Friday, Oct. 28. 


Located in the heart of Union Square, the new NYX is the company's 20th domestic store and will combine digital technology with a hands-on educational environment.


In keeping with its heritage as a digital brand, NYX stores feature a series of innovative technologies, including an in-store Beauty Bar, an interactive makeup station featuring custom video tutorials.


"It is very important to us that our digitally enhanced stores marry the online beauty community with the everyday retail world," said Nathalie Kristo, general manager, marketing and global business development. "The NYX Professional Makeup store is a place where we celebrate our online community while encouraging every day customers to come play, and experiment, and have fun with makeup.


The Union Square flagship store will boast several exclusive features, including:


• The Colorcast wall: Colorcast showcases the colors of the NYX community from across the world. Colorcast will scan a customer’s colors and reflect back the makeup artistry that features those shades. Shoppers will also be able to filter the community content based on hair color, eye color, or iconic NYX products.


• Three new digital makeup education experiences: the Brush Bar, designed to help customers master the techniques and uses of each brush; the Lash Bar where a guided experience can help shoppers find the perfect false lashes; and the Masterclass area, where “influencers” and experts teach classes on makeup artistry.


• Services: Shoppers will be able to sign up for personalized one-on-one lessons from the NYX artists. The menu of lessons includes highlight & contour, lash application, brow mastery, and others. 

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