Covergirl takes on Times Square

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Covergirl takes on Times Square

By Mike Troy - 06/11/2018
The 10,000-sq.-ft. Covergirl store in Times Square will be a first of its kind for a mass beauty brand when in opens this fall.

The relaunch of Coty’s Covergirl brand will include a major retail component this fall when a 10,000-sq.-ft store billed as a beauty destination is set to open in New York’s Times Square. The store is said to be an experiential interpretation of Covergirl’s “I am what I make up,” brand philosophy designed to inspire shoppers to use makeup as a tool for self-expression and personal transformation.

The store, which is massive by Times Square standards, will feature an experiential beauty play room with interactive elements, full service makeup application, on-the-go services, digital experiences and exclusive innovation.

“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,” said Covergirl SVP Ukonwa Ojo. “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.”

Covergirl is part of Coty’s consumer beauty division which last year accounted for 48% of total company sales of $7.6 billion.