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Edition: Brazil
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L’Oréal relaunches NYX Professional Makeup in Brazil with a store in Rio de Janeiro

After taking on the distribution and marketing of NYX Professional Makeup in Brazil in January 2017, the L’Oréal Group is relaunching the brand in the country: on July 6, the first NYX Professional Makeup store opens in Barra Shopping, Rio de January. More stores are planned to open later this year, both in the state capital and in São Paulo.

Photo: Courtesy of NYX Professional Makeup

Photo: Courtesy of NYX Professional Makeup

The repositioning of the NYX Professional Makeup brand in Brazil is not limited to the inauguration of its own stores but also includes a review of the brand’s portfolio, which will feature both the brand’s world best bestsellers and products that have never come to Brazil, and the renewal of the communication model, ensuring NYX Professional Makeup is closer to its public – one of the factors that contributed to the consolidation of the brand in the international market.

"We know how expensive it is for a professional in Brazil to assemble its personal makeup case. NYX Professional Makeup has a wide range of prices, addressing a wide array of customers, from students seeking to assemble their first makeup kit, to experienced professionals interested in the brand’s vast assortment, which offers an economical way to complement their makeup case with a wide variety of high quality textures, colours, finishes and tools," says Bianca Pi, Director of the NYX Professional Makeup brand in Brazil.

Photo: Courtesy of NYX Professional Makeup

Photo: Courtesy of NYX Professional Makeup

According to Pi, NYX Professional Makeup stores in Brazil will play a key role in encouraging the use of makeup for freedom of expression. "We are creating inspiring environments with interactive content to encourage consumers to experience the NYX Professional Makeup portfolio. We want to encourage makeup lovers of all ages to find in makeup a tool to express themselves, creating looks full of style and identity,” adds Bianca.

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