Nyx enters the Middle East with Abu Dhabi store

By

Benjamin Fitzgerald

Published
Sep 7, 2017

Coinciding with the opening its first Indian store in Mumbai this month, Nyx has bowed its Abu Dhabi flagship store, marking L’Oréal Middle East's first point of sale for the cosmetic brand in the region.

In partnership with M.H. Alshaya Co, Nyx has opened in Abu Dhabi’s Al Wahda Mall. Inside, the store boasts a mix of digital technology and education for customers and houses interactive stations for tutorials, as well as look books and celebrity inspiration makeup tools.

As for the product, Nyx Abu Dhabi will sell some 2,000 makeup products, in a vast range of colours and shades, and at affordable prices for trend-savvy, Arabic millennials.

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“A unique professional range continuously infused with bold trendy collections and a brave digital community are hallmarks of Nyx professional makeup," said Thierry Houssin, Managing Director of L’Oreal Middle East. 

"We’ve created a location where this inspiration can continue. The Nyx professional makeup store encourages everyday artistry and experimentation by putting techniques and tools directly into the hands of shoppers, and supporting them with new digital technology features.

"Our accessible price meets the appetite of makeup lovers who aren’t satisfied with conventional ideas. Our millennial audience is made of digitally-forward makeup enthusiasts who are always looking for new inspiration online. They want to express themselves and constantly try out new looks. We’re giving them the tools to experiment, and are creating a space where they can learn, engage and have fun."

The inauguration of the Al Wahda Mall store is being punctuated by a line-up of surprises, activities and meet and greets with top Arab celebrities, fashion influencers and makeup artists from around the region, according to Alshaya.

Launching in 1999, the Nyx brand is today available across thousands of retailers in over 70 countries.