STORE SPACES

Beauty giant goes high-tech with its first-ever store

BY Marianne Wilson

It took 60 years, but CoverGirl has made its brick-and-mortar debut.

The iconic cosmetics brand opened its first permanent retail store, a sleek, two level flagship in the heart of Manhattan’s Times Square. Designed to serve as the physical embodiment of CoverGirl’s “I Am What I Make Up” philosophy, the 10,000-sq.-ft. space offers shoppers an immersive experience in what is billed as an “experiential beauty playground.”

Minimalist black and white décor with pops of vibrant color are the backdrop to a interior where shoppers are encouraged to try-on and experiment with CoverGirl products. (CoverGirl said it worked with a number of different partners to bring the store to life, from its designer, FRCH Design Worldwide, to its general contractor, Shawmut.)

The space offers a variety of digital experiences, starting with a virtual greeter, “Olivia.” Powered by Dialogflow, Google’s platform for building AI-powered conversations, Olivia can direct shoppers to products, share beauty trend advice and more.

Other high-tech experiences include augmented reality “glam” stations (powered by Holition) where shoppers can virtually try a lipstick and eyeshadow just by picking up their color choice in the tray. They can complete the look with coordinating blushes, mascaras and foundation – and digitally share the virtual makeover with friends.

Customers can physically try on makeup, and receive makeup applications by “CoverGirl BFFs,” who are also on hand to give out out tips, tricks and product recommendations. 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.

The store, which is open to midnight seven days a week, is located on 7th Ave., ton the corner of West 49th St.

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