Experiential Retail: How Industry Leading Cosmetics Brands Are Moving Ahead

“The new NYX store at the Westfield Valley Fair shopping center in Santa Clara, opened its doors last Friday, promising to be uniquely engaging and digitally advanced. NYX, a makeup brand that was born digital, has a few ideas about how to makeover mall retail. The company said in a media release about the grand opening that ‘the stores bring the passion and innovation of the online beauty world into a bricks and mortar retail environment.’” Read more at Cosmetics Design.