Covergirl to open first physical store

Kari Kisch Makeup
Covergirl brings its beauty experience to a flagship store. (Kari Kisch)

Covergirl brand makeup will open its first beauty store in New York City's Times Square. The flagship store is part of parent company Coty's brand relaunch and is meant to create an interactive experience for Covergirl shoppers. The opening marks the first-ever mass beauty brand to build a flagship store in North America.

The new location will span 10,000 square feet in the center of town where 26 million consumers pass through each year. Inside, customers can play in the experiential beauty room, complete with interactive elements, full-service makeup application, on-the-go services and digital experiences.

"Covergirl is the most beloved and iconic brand in beauty, and our mission is to connect with our community in meaningful ways. We’re excited to be the first legacy beauty brand to launch a flagship store in North America and show up for our consumers where they are, in ways that resonate with them," a spokesperson from Covergirl told FierceRetail. "At Covergirl, we believe that makeup is a powerful tool for self-expression and personal transformation. Opening a concept store will help bring this brand purpose."

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Covergirl has worked to increase its stake in the personal experience field in the last few years, both offline and online. In 2016, the brand released an augmented reality app, which scans the user's face to the device, allowing them to try out different types of makeup before making a purchase.

"Today’s consumer is looking for immersive and discoverable beauty moments that happen online and offline. It is an exciting time for beauty, as the category shifts to be more dynamic and experiential than ever and as part of the brand’s overhaul, we are revolutionizing how beauty lovers interact with Covergirl," the spokesperson added.

The shop will open its doors in the fall of 2018.