Beauty Store Business magazine - January, 2020

CoverGirl Opens Flagship Store in Times Square

Branded beauty stores continue to trend with CoverGirl having opened its first permanent retail store on Black Friday, November 23. The CoverGirl Times Square flagship serves as the physical epitome of the brand’s philosophy “I Am What I Make Up,” where consumers experience a beauty playground.

The polished, two-level store features a minimalist black and white décor with pops of vibrant color, as well as a deeply digital interior where consumers can try-on and experiment with CoverGirl products for the first time. Making use of AI, a virtual greeter named Olivia, powered by Dialogflow, can direct you to products, share beauty advice, and answer questions as soon as you walk through the door. In addition to Olivia, a team of knowledgeable CoverGirl BFFs can provide tips and tricks, product recommendations and makeup application.

In the augmented reality glam stations, powered by Holition, consumers can virtually try on a range of products and share their makeovers with friends. Customization stations allow the personalization of makeup bags and lipsticks for shoppers. Every aspect of the store’s design emphasizes the freedom of makeup expression, where consumers are encouraged to try on products, test out looks and celebrate their ideas. The store is also social media ready, providing ultimate selfie-backdrops to share shopping moments, product picks and CoverGirl looks.

“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,” said Coty consumer beauty chief marketing officer Ukonwa Ojo.

The store is located in the heart of New York City on 7th Avenue and W. 49th Street, with store hours from 10 am to 12am daily.

Earlier this year, CoverGirl became the first mass makeup brand to launch a foundation, TruBlend Matte Made, with 40 shades all at once. CoverGirl was also the largest makeup brand to receive Leaping Bunny certification by Cruelty Free International.