Covergirl to Paint the Great White Way

Coty will launch the first store and flagship location for its Covergirl brand in the heart of New York City.

The retail space will house the newly relaunched makeup across 10,000 square feet in New York City’s Times Square.

The store will feature an experiential beauty playroom with interactive details, a full-service makeup application station, on-the-go service, exclusive innovation and digital experiences.  

“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,”  says Ukonwa Ojo, senior vice president, Covergirl, Coty, said “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.”

The Covergirl flagship store is set to open in the fall.

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