The 60-year-old Covergirl cosmetics brand has opened its first brick-and-mortar store − in the centre of New York.
Officially opened on Black Friday, the 3048 square-metre store is “physical embodiment of the brand’s recently launched ‘I Am What I Make Up’ brand philosophy which inspires people “to embrace their unique identities and unapologetically create any version of themselves”.
Located in Times Square, “the experiential beauty playground” will be open 10am to midnight seven days a week.
Coty Consumer Beauty chief marketing officer Ukonwa Ojo said the store is part of the brand’s strategic overhaul to revamp how beauty lovers experience it.
He said the store, which will open its doors to the 26 million New Yorkers and tourists who pass through Times Square each year, “is the first mass legacy beauty brand to launch a flagship store in North America”.
“At Covergirl, we believe that makeup is a powerful tool for creativity and self-expression,” he said.
“Opening a concept store will help bring this brand purpose to life in an immersive, elevated and multidimensional way.”
The two-level store is designed for “the ultimate shared beauty experience”. Minimalist black and white décor with pops of vibrant colour form the backdrop “to a deeply digital interior where shoppers can for the first time try-on, experiment and express with their favourite Covergirl products.
- Virtual greeter – AI-powered ‘Olivia’ greets shoppers and answer any questions they have about beauty trends and products (including where to find them instore).
- Augmented reality glam stations – AR allows shoppers to virtually try on makeup by placing their colour choices in a tray
- Customisation station. Covergirl ‘BFFs’ personalise lipstick and makeup bags for shoppers.
- Makeup application. Covergirl BFFs provide “tips, tricks and product recommendations” to shoppers.
Ojo says all facets of the store’s design allow for the freedom of makeup expression − trying on is encouraged, testing out is expected, and ideas are celebrated and shared.
In addition “every corner of the store is social media ready” providing the ultimate selfie-backdrops at each turn and allowing shoppers to easily share their shopping moments, product picks and looks.
“The Covergirl flagship represents this incredible moment in beauty – where rich experiences matter most and where true self-expression and experimentation are the only beauty standards,” says Ojo
The store is another big ‘first’ for Covergirl in 2018.
Earlier this year, Covergirl became the first mass makeup brand to launch a foundation, TruBlend Matte Made, in 40 shades, and it became the largest makeup brand to become Leaping Bunny certified by Cruelty Free International.