No matter how fast the shipping or how advanced augmented reality technology gets, there's no replacement to testing out new makeup on your very own face. And while CoverGirl has long been stocked in drugstores nationwide, anyone who's set foot in a CVS or Walgreens knows that makeup testers aren't part of the shopping experience. But that's all going to change, thanks to the arrival of CoverGirl's very own IRL store, set to open in Times Square in New York City.
According to a press release, the flagship store is "part of the brand's strategic overhaul to revamp how beauty lovers experience CoverGirl." Additionally, CoverGirl is forging new ground as the first mass beauty brand to open a flagship store in North America. (Think about it: Maybelline, L'Oréal, and Revlon are called "drugstore" beauty brands for a reason.)
In the past, affordable brands like E.l.f. and NYX Cosmetics have found success in launching pop-up stores — followed by permanent locations — much to the delight of beauty lovers that want to experiment with makeup hands-on (and leave with a veritable #haul) without breaking the bank. In a similar vein, CoverGirl hopes their new store will be yet another way for customers to interact with products — an aspect of makeup shopping that shouldn't be exclusively reserved for more expensive brands.
"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," CoverGirl Senior Vice President Ukonwa Ojo, said in a statement. "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 flagship will reportedly combine traditional and modern aspects of beauty shopping: Think full-service makeup application stations combined with tech-savvy features, like an "experiential beauty play room with interactive elements." (We can bet the whole thing will be very Instagrammable.) The store is projected to open in Fall 2018, so mark your calendars now — even if a trip to the drugstore is probably still more accessible to many people than a plane ticket to New York.
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