Pharmabox OTC kiosk opens in Miami mall
NYX Professional Makeup goes brick-and-mortar
LOS ANGELES — Another digital-native retailer is going the mall route. And this one is aimed at shoppers who love to play with makeup.
NYX Professional Makeup on Oct. 2 will open its first-ever physical store, at the Westfield Santa Anita Mall, Arcadia, California. The brand says it plans to roll out additional nationwide and global stores in select urban centers throughout 2016.
The NYX Professional Makeup store will offer the brand’s exclusive line of cosmetic products and celebrate everyday makeup artistry via an interactive approach that combines digital technology with a hands-on, self-learning environment.
Billed as a playground for beauty junkies who love to have fun with makeup, the store will include an interactive “NYX Beauty Bar,” a digital community wall, and use of digital imagery and social media content throughout the space. All the stores will include custom pieces of art created by female street artist HUEMAN.
Additionally, every month select NYX Professional Makeup locations will host meet-ups and in-store events with Instagram and YouTube beauty “influencers.”
"We're very excited about this new chapter for the brand and are proud to be able to create a space where fans can come play, learn and share their love for NYX Professional Makeup," said Scott Friedman, CEO, NYX Cosmetics.
Along with its initial store in Arcadia, first NYX Professional Makeup announced four additional locations, all in California:
- Del Amo Fashion Center, Torrance;
- Victoria Gardens, Rancho Cucamonga;
- Westfield Valley Fair, Santa Clara; and
- Broadway Plaza, Walnut Creek.
Thinking outside the whitening strip
Despite the industry saying that at-home tooth whitening is perfectly safe, consumers still tend to be wary. According to research from Mintel, 39% of consumers express some level of concern regarding increased sensitivity specifically from whitening/bleaching their teeth, and sales figures in this category have seen a steady decline since 2013. Between the three top-selling whitening kits, data from IRI indicated an average drop of 29% in sales from 2014 to 2015.
(To view the full Category Review, click here.)
This drop is likely due to combined factors of tooth sensitivity, a resulting fear of tooth whitening products and the overall hassle involved in using these products. Typical whitening trays require the consumer to prepare the trays and wear them — and avoid any activity with their mouth while they do so. According to Mintel, consumers are seeking alternative products that feel more like a natural part of their oral care routines, such as oral rinses and toothpastes that whiten, as well as clean.
Crest has sought to address this with their new Crest 3D White Brilliance 2-Step Toothpaste System. “The new system is formulated for deep cleaning and advanced whitening through a daily two-step system,” said P&G spokesman Kris Parlett. “The Crest 3D White Brilliance Toothpaste system contains microcleansing whiteners that gently polish away surface stains from teeth.”
It’s not surprising that Crest would seek to expand its offering with whitening toothpastes since two of its three best-selling toothpastes have been ones that offer a whitening benefit. According to IRI, Crest 3D White and Crest Whitening Plus Scope were top sellers for the brand in the 52-week period ended May 7. Colgate Optic White toothpaste was also in the top five selling toothpastes for the same period. Crest 3D White and Colgate Optic White were two of the top 20 mouthwashes.