Affordable Makeup Brand NYX is Forging Ahead with Digital Stores

NYX, an affordable makeup brand available at stores like CVS and Target (but not higher-end Sephora), opened its first storefront late last year, and five more locations are slated to follow in 2016.

The stores, in addition to expanding on the product offerings that customers can find in the drugstore, are putting the digital experience front and center. According to Nathalie Kristo, svp of global marketing and business development, the goal is to give shoppers the power to create makeup looks, get inspiration and share their own photos in-store using technology; ultimately, Nyx wants to empower them to buy.

To drive those purchases, the digital stores place an emphasis on user-generated social media content.

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