CoverGirl announces first-ever flagship store

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CoverGirl announces first-ever flagship store

By Gisselle Gaitan - 06/11/2018
CoverGirl is making some major moves.

On the heels of releasing a brand new line of lipsticks and lip liners, the beauty company, which is part of Coty’s vast portfolio of brands, announced that its first-ever flagship store will open in the heart of New York City — Times Square.

At 10,000 sq-ft., the store’s design and vision will reflect the neighborhood’s dynamic vibe and also be an experimental interpretation of its “I am what I make up” philosophy, which encourages consumers to use makeup as a tool for self-expression, the company said.

“It is our mission to show up for people wherever they are on their beauty journey and offer them innovation and experiences that inspire them to become whatever version of themselves they want to be in the moment,” Ukonwa Ojo, SVP of CoverGirl at Coty, said. “At CoverGirl, we believe that makeup is a powerful tool for creativity and self-expression. Opening a concept store will help bring this brand purpose to life in an immersive, elevated and multidimensional way.”

Included within the store will be an experimental beauty playroom with interactive elements, full-service makeup application, on-the-go services, digital experiences and exclusive innovation.

CoverGirl’s New York City flagship is part of the brand’s strategic overhaul to revamp how consumers experience the brand and will be opening in the fall.

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