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NYX Professional Makeup is opening its third store in New Jersey at Menlo Park Mall in Edison on July 21. Fans can expect a weekend full of grand opening for beauty junkies to shop the complete line of affordable, professional makeup. In keeping with its heritage as a truly digital brand, NYX Professional Makeup stores feature a series of innovative technologies, such as the exclusive in-store Beauty Bar, an interactive makeup station featuring custom video tutorials, a trend-based Lip Bar, and Shadow Bar.
Wochit

EDISON – Looking to put your best face forward this summer?

Then you might want to check out the new NYX Professional Makeup store that opened Friday at Menlo Park Mall where beauty aficionados can find a complete line of customer-friendly priced professional makeup products.

Beauty enthusiasts will find the store, located on the upper level near the movie theater entrance, combines digital technology, such as an in-store Beauty Bar, interactive makeup stations featuring video tutorials, Lip and Shadow Bars, along with hands-on tutorials.

As part of the opening weekend there will be on-site makeup artists and giveaways.

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Makeup artist Ruth Bartolo of Elizabeth attended a sneak peak of the store Thursday evening to check out the products.

“I’m probably going to like it because I love makeup,” said Bartolo, who tried out some blush on her sister, Adrianne  Bartolo of Elizabeth.

Jenny Mane of Manville tested out a ring light, a type of photo booth with professional lighting, which took photos of her that she could connect to her social media accounts.

“It’s brand new. Not a lot of stores have it so far,” said Mane, adding the ring light shows any details in the wearer’s makeup.

The store features a modern black and white motif and is filled with colorful displays of eye shadows, lipsticks, foundations, powders, blush,  cleansing products, body glitter, and other cosmetics as well as sales associates to guide customers on color palettes and new products.

Sales associate Jourdan Bowers likes the #NoFilter finishing powder which softens and smooths skin and make it look flawless. She said many customers like the primer and powder.

Bowers, 20, said what she likes most is the affordability and quality of the products.

“It’s like a luxury line, but affordable,” said Bowers who was wearing glittery shadow in the corners of her eyes. “It’s accessible to anyone. You can have that perfect face in a good price range. It gives you an expensive look.”

Many items cost less than $20.

“Affordability is what everyone looks for these days,” she said.

Bowers likes to experiment with different cosmetics, mixing palettes to get the look she wants, and while some may work for her, others may not. That means she doesn’t want to spend $50 on a foundation that she ends up not liking, she said.

Sam Solano of Perth Amboy, another NYX sales associate, said when she first started experimenting with makeup, NYX was the brand she chose.

“It made be feel beautiful, ” said Solano, who also told her friends about her makeup choice.

“This was something that looked like a million dollars when you put it on. And I’m big on making someone feel amazing as well,” said Solano, who went to school for cosmetology. “It’s something anyone can get into especially because the makeup is so affordable.”

“It’s a rush getting to play with all these colors at work and influencing people to go out there and put makeup on is fun,” added Solano while wearing blue lipstick. “It’s not about hiding yourself, it’s about accentuating. I hope everyone enjoys it.”

Of her blue, bold look, she said, “You gotta make sure the teeth are white. But I love it so much. I like to go out of the box. I like to do futuristic looks a lot.”

The Menlo Park Mall  NYX Professional Makeup store, named after the Greek goddess who ruled the night and symbolized beauty and power, is the third in New Jersey and the 35th nationwide. Find more on the company’s Facebook page or website.

Staff Writer Suzanne Russell: 732-565-7335; srussell@mycentraljersey.com