CoverGirl to open Times Square flagship store

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CoverGirl to open Times Square flagship store

By David Salazar - 11/20/2018
Beauty brand CoverGirl is looking to make a splash on Black Friday this year with the opening of its first permanent retail store in Times Square. The store will open its doors Nov. 23, with the goals of embodying the brand’s “I Am What I Make Up” philosophy and providing an experiential beauty shopping destination, CoverGirl said.

The store, located at 7th Ave. and 49th St., will feature two levels of offerings focused on virtual and real-life opportunities to try on and experiment with CoverGirl products. It will feature a virtual greeter named Olivia, powered by Google’s Dialogflow platform, as well as augmented reality “glam stations” powered by Holition. The glam stations will offer the ability to virtually try on lipstick and eyeshadow, as well as blushes, mascara and foundation, to create a look that can be digitally shared.

Besides its digital offerings, the store will feature a customization station for lipstick and makeup personalization and makeup application from CoverGirl BFFs, who will dispense tips and product recommendations.

“We can’t wait to open our doors to the public and let our fellow CoverGirls in to play and to ‘make up’ what CoverGirl means to them,” said Coty consumer beauty chief marketing officer Ukonwa Ojo. “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.”

The store opening comes on the heels of CoverGirl becoming the largest makeup brand to be Leaping Bunny-certified by Cruelty Free International, as well as its move to be the first mass makeup brand to launch 40 foundation shades at once with the introduction of its TruBlend Matte Made.

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