Over the past two years the nearly 60-year-old CoverGirl has made several landmark moves, from appointing its first CoverBoy, to unveiling its feminist rebrandIt is now debuting its first standalone store, building on its bricks-and-mortar footprint when US retail is proving to be a mixed bag.
Open from Autumn 2019, the new flagship store will be in the centre of New York City, US, in major tourist destination and entertainment centre Times Square.
Following the beauty industry trend for experience-led retail spaces, the store will offer consumers an experiential beauty play room, with interactive elements, full service make-up tutorials, on-the-go services and digital experiences.
Ukonwa Ojo, SVP of CoverGirl, 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 make-up 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's external store rendering
Rumours began to circulate in May about parent company Coty’s retail plans, after news surfaced that the cosmetics giant signed a ten year deal for the 10,040sqft New York retail space.
According to retail estate trade publication Commercial Observer, the asking rent is US$6.5m per year.
CoverGirl’s debut store comes after the Coty-owned brand ditched its ‘easy, breezy, beautiful’ tagline in October, in favour of the more modern ‘I am what I make up’, as well as a revamped logo, packaging and product design.
To accompany the campaign CoverGirl went on a flurry of ambassador appointments, including 69-year-old Maye Musk (pictured) and professional motorcycle racer Shelina Moreda.
