Cruelty-free beauty brand COVERGIRL is set to launch its first-ever permanent retail store in New York City’s Times Square.
The two-story flagship store, described in a press release as a “beauty playground,” will provide consumers with an immersive experience of the COVERGIRL brand, which is owned by leading beauty company Coty.
Decorated with a minimalist black and white color scheme and pops of vibrant color, the interior is described as “deeply digital.” As customers enter the “social media ready” building, they will be greeted by the brand’s AI robot “Olivia” – powered by Dialogflow – who will share beauty tips or offer directions.
Augmented reality glam stations will also be on offer, where customers can virtually try out shades of lipstick and eyeshadow, as well as foundation, blushes, and mascara. Customization stations will also be ready and waiting, where lipsticks and makeup bags can be personalized. Makeovers will also be available, provided by a team of “knowledgeable COVERGIRL BFFS,” who can also give product recommendations and beauty tips and tricks.
“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 in a statement. “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.”
COVERGIRL Goes Cruelty-Free
So far, 2018 has been a year of progress for COVERGIRL. Earlier this year, the brand made history when it became the largest makeup brand to earn the “Leaping Bunny” cruelty-free certification from anti-animal testing organization Cruelty-Free International (CFI).
In order to earn to the certification, COVERGIRL’s entire manufacture process was checked thoroughly, with no stone left unturned. According to Coty CEO Camillo Pane, the CFI certification process was important to COVERGIRL, because it was important to its customers.
“Being cruelty-free and achieving the Leaping Bunny certification for COVERGIRL is the right thing to do, at the right time, in the right way,” Pane said in a statement. “Listening to our consumers, we started this journey with COVERGIRL to demonstrate our commitment to this issue by achieving such an ambitious certification at scale.”
Coty anticipates that at least one more of its major brands – which include Max Factor, Clairol, Rimmel, and Philosophy – will be cruelty-free by 2020.
The new COVERGIRL store will open in Times Square on November 23.
Image Credit: COVERGIRL
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