Photos by Getty Images for NYX Cosmetics
Forget the trends. They don’t matter, especially when it comes to launching beauty products that people love. At least that’s the formula that NYX, the hugely successful, LA-based artistry brand, has followed. According to NYX, achieving cult status has had nothing to do with what’s up-and-coming; it’s all about what’s “now”.
“We reflect where consumers and beauty lovers are at today,” explained Nathalie Kristo, NYX Cosmetics SVP of Global Marketing and Business Development. Certainly, it is a winning philosophy for NYX, which has global online community made up of millions of beauty fans. The brand has successfully carved its space in affordable artistry, with uber-hip products that range from mod grey-toned lipsticks to subtle neutrals, and everything in between. The bold approach of “anything goes” has found a niche with legions of blogosphere and vlogosphere fans.
Explained Kristo, “People love to use makeup as a form of self expression and love to share that with their friends and with their communities. We have put these communities at the heart of our brand. We don’t have celebrity spokespeople and we don’t do traditional advertising. We’re a brand that celebrates the artistry of these very creative, everyday-people.”
On the evening on January 21st, NYX reached out to this very demographic – the digitally connected makeup junkie – to attend the launch of its digitally enabled retail store at Westfield Valley Fair in Santa Clara, California. Aimed at the young generation of makeup lovers, the NYX Professional Makeup store was created for today’s makeup consumers who are adapting the skills and the tools of professional makeup artists to their own personal styles.
“People can find a wide shade range, and professional artistry products that are right on trend. So when something hits and its hot and everyone is buzzing about it, whether it’s highlight and contour, strobing, eyebrow, or a purple lip, they know they can get amazing quality and an affordable price,” remarked Kristo.
The VIP event brought NYX executives, makeup artists, top YouTube and online beauty influencers, all on the leading edge of the latest trends. Guests were invited to experience the innovative ways NYX incorporates the technology in its stores, bringing the online influencer into the retail experience. One of the prominent cutting-edge features is the NYX Beauty Bar, a space that allows consumers to access tutorials of Youtubers applying the products showcased on-counter.
The Valley Fair store opening marks the fourth California brick and mortar for NYX, which also opened stores in Torrance, Rancho Cucamonga and Walnut Creek. With its first-to-market technological innovations, the new retail outlets plan to bring excitement and energy of the online beauty community into the retail space.
On the plan for continued growth, CEO Scott Friedman remarked, “We are a brand that grew by word of mouth, and that word of mouth is through our online community. More young people are on Youtube and Instagram than ever before and we have a great relationship with them.” He continues, “We listen to them, and we’re fast. We don’t analyze everything to death. If we like something, we just go with it.”