Introducing NYX PROFESSIONAL MAKEUP to stores across Europe
A changing marketplace
Whilst online sales are continuing to grow year-on-year, the makeup industry has also seen a dramatic rise in the demand for a physical space; an in-store experience. Makeup lovers crave somewhere they can go into, try on a product and see how it would look on them before they commit to the purchase. They want to play around with swatches on their hands and see just how pigmented that product really is on the skin. They want to see whether that lipstick is just as moisturising as the new Instagram campaign claims it is. They need to feel it for themselves.