NEW YORK — The highly anticipated launch of the CoverGirl Times Square flagship store will happen on Black Friday, November 23. The brand’s first permanent retail store will serve as a physical embodiment of the CoverGirl “I Am What I Make Up” brand philosophy, where consumers can immerse themselves in an experiential beauty playground centrally located in the epicenter of New York City on 7th Avenue and West 49th  Street.

The sleek, two-level store is designed for the ultimate shared beauty experience. Minimalist black and white décor with pops of vibrant color are the backdrop to a deeply digital interior where shoppers can for the first time try-on, experiment and express with their favorite CoverGirl products.

In the store’s dynamic layout, shoppers can experience:

• Virtual greeter, where customers can say hi to Olivia when they walk through the door. Powered by Dialogflow, Google’s platform for building natural and rich AI-powered conversations, Olivia can direct shoppers to their favorite product, share beauty trend advice or answer a question.
• Augmented reality glam stations, powered by Holition, where shoppers can virtually try a lipstick and eyeshadow just by picking up  color choice in the tray. Complete the look with coordinating blushes, mascaras and foundation – and digitally share their virtual makeover.
• Customization station, where you can personalize a lipstick and/or makeup bag.
• Makeup application provided by a team of knowledgeable CoverGirl BFFs, also on hand to give out tips, tricks and product recommendations.

All facets of the store’s design allow for the freedom of makeup expression: trying on is encouraged, testing out is expected, ideas are celebrated and shared. Every corner of the store is social media ready, providing the ultimate selfie-backdrops at each turn and allowing shoppers to easily share their shopping moments, product picks and CoverGirl looks.

“We can’t wait to open our doors to the public and let our fellow CoverGirls in to play and to ‘make up’ what CoverGirl means to them,” said Coty consumer beauty chief marketing officer Ukonwa Ojo. “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.”

The store is another big ‘first’ for brand in 2018. Earlier this year, CoverGirl was the first mass makeup brand to launch a foundation, TruBlend Matte Made, with 40 shades at once; and it became the largest makeup brand to become Leaping Bunny certified by Cruelty Free International.