NYX Cosmetics, beloved by young makeup addicts everywhere, began opening their first stand-alone stores in October 2015. They're up to store 20 already in 5 countries and they haven't even begun to dent their rollout plan. The stores have interactive experiences at their core, essentially bringing in the customers' best-loved online habits into the retail space. Check out the case video here. The shoppers' love of YouTube tutorials translated to exclusive influencer-produced tutorials for the Beauty Bar. Hashtagged instagrams are displayed on large Trending Walls. Customers are motivated to post and tag their looks so they too end up on these in-store displays. Scanners around the store pull up more Instagrams from the community rather than prices and provide social validation to shoppers. There are constantly new interactive elements being developed and launched.
These stores were a key component in WWD naming NYX Cosmetics "Brand of the Year" in 2015, calling them a "company firmly focused on the future."
You'll be able to see the work live, no doubt, as their expansion plan is n-u-t-s. Till then, check out the video above as well as a nice overview from WWD.