This fall, COTY inc. is opening their very first Covergirl store in New York city’s Time Square.
With an expansive 10,000 square feet, the store is meant to be a physical manifestation of the Covergirl brand’s newly relaunched “I am what I make up” campaign. The campaign is encouraging their customers to use makeup as a form of self-expression, transformation and individuality. As a fully interactive space, the flag-ship store will exhibit a beauty playroom, digital experiences, and makeup application for those on the go.
This initiative marks the first time a mass legacy beauty brand opens their doors to customers and offers an experience rather than a mere walk down the cosmetics isle. By placing the brand in the heart of New York, Covergirl will remain relevant in the heart of the social movement of self expression and acceptance.