On Friday, September 23rd, I got a sneak preview of the new NYX Professional Makeup store at Westfield Garden State Plaza in Paramus, NJ, located on level two, right across from Forever 21 in the AMC wing. For the grand opening weekend, the first 250 customers in line on 9/23 and 9/24 received a free, limited edition NYX makeup bag, with a chance to win a $100 shopping spree, and a free NYX mini train case with the purchase of $75 or more. The first 200 in line on Saturday enjoyed a free meet & greet with top beauty YouTube and Instagram star Jordan Hanz.
The store is equipped with an interactive beauty bar, including beauty vlogger how-to videos. The beauty bar highlights trends and topics that are updated every month. This month the focus is on The Perfect Brow, Teal & Violet Art Liner, Highlight & Contour, Color Correcting, Baking Method, and Instant Glow. At the store, there's also a digital screen that allows you to scan any product and view an image carousel of people who have tagged #nyxcosmetics wearing their NYX product, so you can see what the product/shade looks like on. There's also a NYX Professional Makeup Geofilter on Snapchat. The What's New, Fan Faves and Grab & Go areas make it easy to shop.
This store launch makes it the sixth NYX store on the East Coast and the 17th NYX store in the US. Be on the lookout for more NYX store openings and check out their upcoming events.
- Kim Weling