6010-3724505 admin@juzlab.net
0 Items
CoverGirl to open its first flagship store in New York City

CoverGirl to open its first flagship store in New York City

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.


Coty Inc. has announced the opening of the CoverGirl flagship store in the heart of New York City in Times Square.

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.

Model with vitiligo Amy Deanna makes CoverGirl history

Model with vitiligo Amy Deanna makes CoverGirl history

For CoverGirl’s latest ad for its TruBlend foundation the beauty brand has picked gorgeous black model Amy Deanna, as the first CoverGirl with vitiligo – a skin condition that causes a loss of melanin resulting in visible light and dark patches.

Interestingly, this foundation will be used in way that’s not about blending in.

In the ad, Deanna chooses two different shades of the TruBlend foundation to match her two main skin tones. She applies the lighter foundation shade under her eye areas where her real skin tone is fair, while a darker foundation is applied over her face and other areas.

With the brand’s tagline, “Why try to blend in when you can choose how to stand out?” Deanna unreservedly lets her dual tones stand out rather than covering and blending them into a uniform shade!

Who knew foundation could be used as an empowering beauty tool!

Amy Deanna

Why blend in when you can stand out? says Deanna. Photo: Amy Deanna Instagram

YouTuber Karen C responded to the commercial by saying, “Seriously got teary-eyed seeing this commercial. I never thought I would live to see the day where my condition would be portrayed so confidently. I’m proud to have vitiligo thanks to models like you!”

On her Instagram Deanna says, “Turns out we made History yesterday. I am the first person with #Vitiligo to model for #covergirl. To my Vitiligo family, this is for us. Inclusion is the best way to bring awareness and educate. Thank you #covergirl for this opportunity. #blessed #beyondwords.”

Amy Deanna

Deanna used two different CoverGirl TruBlend foundation , not to blend in, but to stand out. Photo: Amy Deanna Instagram

Bringing Deanna on board is in line with the beauty brand’s initiative to embrace diversity in their choice of models for their ad campaigns.

Pin It on Pinterest