L’Oréal debuts NYX Professional makeup boutique in UAE

L’Oréal Middle East has collaborated with retail franchise operator MH Alshaya to extend its profile with the new NYX Professional Makeup boutique in UAE.

Featuring approximately 2,000 professional makeup products in a variety of shades and colours, the new store is located at Al Wahda Mall in Abu Dhabi.

The boutique employs a digital and educative approach with interactive tutorial stations.

L’Oreal Middle East managing director Thierry Houssin said: “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.”

Launched in 1999, NYX Professional Makeup currently offers a range of classic, seasonal, and on-trend cosmetics for makeup artists, and professionals at numerous retailers in more than 70 countries.

The new store provides techniques and tools directly to the customers to allow artistry and experimentation through new digital technology features.

Alshaya Premium Cosmetics vice-president Daniel Ritchie said: “We’re committed to offering our shoppers across the region the widest choice of shopping and dining options, and we know the NYX brand is going to be hugely popular with our beauty-savvy customers.”

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Image: NYX Professional Makeup Products. Photo: Copyright MH Alshaya.