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Translated by
Nicola Mira
Mar 7, 2017
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Nyx reaches 100-store mark with new openings in USA, France, Spain

Translated by
Nicola Mira
Mar 7, 2017

Nyx continues to expand rapidly on the European market, chiefly in France and Spain. The US make-up brand acquired by French cosmetics giant L'Oréal in 2014 will open in March two new stores in Montpellier and Lyon, France, in both cases inside shopping malls.

The Nyx store inside the Beaugrenelle shopping mall in Paris. - Nyx/Facebook

Nyx kicked off its retail operations in France in 2016, and with these two openings it will reach a total of 11 stores. The budget make-up brand, which relies exclusively on social media for its advertising and targets 15-30 year-olds, has a presence in most major French cities, including Paris, Nice, Lille and Marseilles, chiefly inside the most popular shopping malls, and plans to open approximately another ten stores in the country in 2017.

Bloggers and vloggers are the brand ambassadors for Nyx - L'Oréal

Elsewhere in Europe, Nyx is making inroads into Spain, where it opened a second Barcelona store on 2nd March, its seventh in the country, and is set to launch a local e-store. 

Nyx was created in Los Angeles in 1999 and has recently announced the opening of its 100th store worldwide, in San Antonio, Texas. The brand began its retail expansion only two years ago, and last January it gained a foothold in Chile and Mexico too. 

The make-up label is a strong asset for L’Oréal's Consumer Products Division. In 2016, comparable sales for the division were up 4.4%, with the make-up segment posting a "double-digit growth thanks to the exceptional success of Nyx Professional Make-up," stated the French cosmetics giant. Nyx's revenue leaped up by 125% in 2016, reaching €450 million, according to French newspaper Le Figaro.

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