COVERGIRL to Open Flagship Store in Times Square

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COVERGIRL is slated to open its very first flagship store in the heart of New York City – Times Square. The decision 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.

The design and vision for the store will reflect the dynamic and energy of this NYC neighborhood . The concept store will serve as an expression 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.

The space will offer an experiential beauty play room, with interactive elements, full service makeup application, on-the-go services, digital experiences and exclusive innovation.

Ukonwa Ojo, SVP COVERGIRL, Coty, said, “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.”

Now that’s big news!


Christine Schott Ledes
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