With a brand relaunch and a fresh lineup of superstar ambassadors, it's fair to say 2018 has already been a momentous year for COVERGIRL. And the brand that's back with a bang is showing no sign of slowing down. Coty has today announced that the cosmetics brand will open its first-ever beauty destination, a flagship store in the heart of New York City – Times Square. The retail store is an experiential interpretation of the COVERGIRL “I am what I make up” brand philosophy, inspiring shoppers to use makeup as a tool for self-expression and personal transformation.
At 10,000 square feet, the new store will open its doors to the 26 million New Yorkers and tourists who pass through Times Square each year. There will be an experiential beauty play room with interactive elements, full service makeup application, on-the-go services, digital experiences and exclusive innovation.
The store-opening is part of the brand's strategic overhaul to revamp how beauty lovers experience COVERGIRL. It will be the first mass legacy beauty brand to launch a flagship store in North America.
COVERGIRL senior vice president said in a statement, “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. 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.”
The COVERGIRL flagship store is expected to open in the Northern Hemisphere Autumn of 2018.
