NYX Professional Makeup launched its first flagship store in Manhattan on Friday, October 28th, just in time for Halloween. Located in the heart of Union Square, the cosmetic company’s 20th store in the U.S.A. is perfectly positioned for New Yorkers and tourists alike to shop the complete line of affordable, professional makeup.

Digital technology and in-store services

The new store combines digital technology with a hands-on educational environment that aims at providing consumers with “a completely new makeup experience.” Alike other NYX stores, the new Manhattan outlet features a series of innovative technologies, such as the exclusive in-store Beauty Bar, an interactive makeup station featuring custom video tutorials, a trend-based Lip Bar, and Shadow Bar.

"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. We have created interactive features for consumers to enjoy while educating themselves in the process."

Exclusive to the Union Square flagship store will be several new features, including: the Colorcast wall (the device will scan shoppers’ 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 Professional Makeup products), exclusive education (the Brush Bar where anyone can 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), and exclusive services (shoppers at the Union Square store will be able to sign up for personalized one-on-one lessons from the NYX Professional Makeup artists).

"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," said Scott Friedman, President of NYX Professional Makeup.