ARL'Oréal Groupe has launched NYX Professional Makeup in Argentina after nearly a decade without introducing new mass-market brands. The brand, which is the 17th in L'Oréal's portfolio in the country, aims to address a market gap by offering professional-quality makeup at accessible prices. According to Ángeles Gnecco, director of L'Oréal's Mass Consumption Division in Argentina, the launch seeks to inject dynamism into the beauty sector, which has struggled to recover pre-pandemic consumption levels. NYX's initial distribution will focus on e-commerce and selected stores in major cities such as Buenos Aires, Córdoba, Salta, Santa Fe, and Mendoza. The product line includes 275 references across three categories: face, lips, and eyes, but excludes eyelash mascaras, a decision aimed at complementing L'Oréal's existing portfolio in Argentina.
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