CoverGirl is opening it’s first ever store in New York City this Fall. The massive CoverGirl NYC Flagship Store will be in the heart of Times Square with 10,000 square feet of space. The experiential store is an interpretation of the brand’s “I Am What I Make Up” mantra, inspiring shoppers to use makeup as a tool for self-expression and personal transformation. It will feature an interactive experiential playroom, full service makeup application, digital experiences and more. But best of all, you’ll be able to shop the full CoverGirl line up in one place. Including the new CoverGirl Exhibitionist Lipsticks sitting pretty in this mug, which I’m sure will probably be available as well. Isn’t it just too cute? PR sent it to me (along with all 48 shades of the lipstick). I’m pretty sure that the space will also have Instagrammable corners galore. As that’s the new wave.
CoverGirl will be making history as the first mass legacy beauty brand to open a store in North America. This is not a new concept though as brands usually associated with drugstores such as e.l.f., NYX and more recently Absolute New York have opened stores as well. Although these brands don’t have the same historical juice as CoverGirl, I’d say that the products are comparable. With that being said, I’m glad to see the affordable makeup brands opening stores and making their products more easily available to shoppers.