Retail

CoverGirl Opens Up First Brick-And-Mortar Store

After over six decades in business as a brand, CoverGirl is getting a store of its own — a rather high-tech store, if reports are to be believed.

The cosmetics brand has opened its first brick-and-mortar shop in the heart of New York City in the tourist-popular Time Square area. The two-floor shop is designed to the the physical embodiment of  CoverGirl’s “I Am What I Make Up” philosophy — meaning the  the 10,000-square-foot space is build to be what its corporate parents called “an experiential beauty wonderland.”

Perhaps surprising for a makeup company, the minimalist interior focuses on a black-and-white palette, with bright colors used in limited pops to add a bit of excitement to the otherwise rather muted interior. Within, consumers are pushed to try on and experiment with a range of CoverGirl beauty products. The space seeks to aid that experimentation with a series of high-tech features. Consumers who visit the shop will get to interact with virtual greeter “Olivia,” who is designed to help direct shoppers to products, as well as offer up share beauty trend advice and and tips.

Consumers can also give virtual reality-powered “glam” stations a whirl. The stations allow shoppers to virtually try on products such as lipstick and eyeshadow just by picking up their color choice in the tray, without having to actually apply any. In fact the VR glam stations allow consumers to put on a full face of makeup, including blush, mascara and foundation, and even digitally share the results of the “makeover” with friends and family.

For those who want to actually try on the goods for real, “CoverGirl BFFs,” are on hand to offer up tips and actually help consumers try on new looks with makeup. A customization station allows shoppers to personalize lipsticks and makeup bags.

“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.

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