NYX Professional Makeup Enters Walgreens

As NYX increases its momentum in the mass market, the makeup category’s lagging sales could be suddenly looking up. Walgreens announced last week the addition of the L’Oréal-owned professional makeup brand to its cosmetics assortment. The retailer is rolling out 663 stockkeeping units to 2,000 doors in the U.S. and Puerto Rico, to be completed by this fall. NYX is also launching on walgreens.com with 640 sku’s. Some in the industry say the buzzy, social-media-savvy-brand — NYX Professional Makeup has close to 11 million Instagram followers — will bring life to the languishing mass makeup category. “Unit growth will start happening now,” said industry consultant Allan Mottus. “Demand for lower pricing across all personal-care categories has been humongous.” Not only does NYX launch trend-driven items — such as its Soft Matte Lip Creams, Liquid Suede Cream Lipsticks, and Lip Lingerie — it prices them inexpensively. Each of those products retail for $6 and $7, respectively. And that’s high for NYX — prices for lipsticks go as low as $2. NYX has been gaining traction with its first two major points of mass distribution — CVS and Target. The brand is third in the lip gloss category, up 107 percent from last year. Its lip liners are also

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