Beauty


CoverGirl is coming for you…in Times Square. For the first time in the brand’s nearly 60 year history, it’s launching a brick and mortar store in New York City.

This comes on the heels of CoverGirl doing a bit of rebranding. In October of last year, the CoverGirl retired the “easy, breezy, beautiful” tagline in favor of a new, more modern slogan “I am what I make up.” The new words came alongside new faces, too, namely Issa Rae, Ayesha Curry, Katy Perry, Maye Musk, fitness trainer Massy Arias and professional motorcycle racer Shelina Moreda.

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“We believe that makeup is a powerful tool for creativity and self-expression,” Ukonwa Ojo, the senior vice president of CoverGirl at Coty said in a statement. “Opening a concept store will help bring this brand purpose to life in an immersive, elevated, and multidimensional way.” The brand also confirms the store will have a beauty play room, full service makeup application, on-the-go services, digital experiences and exclusive innovation.

In the fashion world, brick and mortar stores can’t seem to hang on for dear life. (RIP American Apparel, Wet Seal, Collette, to name a few.) Beauty, however, seems to be having a bit of an IRL resurgence. After the success of its New York City location, Glossier just opened a second showroom in Los Angeles. Kylie Jenner’s pop-up stores attract scores of lip kit lovers willing to wait in insane lines. No other mass beauty brand has ever opened a brick and mortar location in North America.



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