Get ready — CoverGirl is about to launch its first ever brick and mortar store in the heart of New York City. The makeup company announced the exciting news in a statement from the senior vice president of CoverGirl, Ukonwa Ojo. "We believe that makeup is a powerful tool for creativity and self-expression," she said. "Opening a concept store will help bring this brand purpose to life in an immersive, elevated, and multidimensional way."
They also shared the news on Instagram. "COVERGIRLS! THIS. IS. NOT. A. DRILL. We are opening our first ever flagship store in the heart of NYC: Times Square!" the caption read. "This beauty playroom will have the works: products galore, services, exclusive experiences and some sweet surprises. We believe makeup is a tool and a toy, and we can't wait for you to come and play this Fall! Stay tuned for more deets."
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📣 COVERGIRLS! THIS. IS. NOT. A. DRILL. We are opening our first ever flagship store in the heart of NYC: Times Square! 🙌 This beauty play room will have the works: products galore, services, exclusive experiences and some sweet surprises. We believe make up is a tool and a toy, and we can’t wait for you to come and play this Fall! Stay tuned for more deets. #IAmWhatIMakeUp #COVERGIRLMADE
CoverGirl has been in the process of revamping its brand since the end of last year. Back in October, they changed their slogan from "easy, breezy, beautiful" to "I am what I make up." In a press release at the time, Ukonwa said, "In leading the relaunch, we started with the insight that people no longer strive for a singular standard of beauty, but use makeup as a tool for self-expression and personal transformation." She added, "CoverGirl has always been inclusive and is known for pushing the boundaries of what it means to be beautiful, which means we have a responsibility to elevate how we connect and communicate with people. This is bigger than a new campaign or a tagline. We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how and why people wear makeup."
According to Elle, "No other mass beauty brand has ever opened a brick and mortar location in North America," so it sounds like they're sure to stand out! Plus they picked an optimal location. Not to mention, it'll be just steps away from the L&S office… so there goes my paycheck!