Coty Inc is rebranding CoverGirl and fans of this mass market beauty brand will get to experience its products in an experiential setting.
So, if you’re heading to New York City later this year, you’ll be able to revisit this American beauty brand but in a whole new setting.
Coty Inc. – one of the world’s largest beauty companies with brands like Calvin Klein, Marc Jacobs, Gucci, Max Factor, Rimmel, OPI and Ghd under its wing – just announced the opening of the CoverGirl flagship store in the heart of New York City in Times Square, in the autumn of 2018.
As part of the relaunch of the American CoverGirl brand, this new 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.
Larger than life at 10,000sq ft (929sq m), the new store will open its doors to the 26 million New Yorkers and tourists who pass through Times Square each year.
The design and vision for the space will reflect the dynamic, energetic neighbourhood. 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.
“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, senior VP for CoverGirl, Coty, said in a press statement,
“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,” Ojo added.