Coty Inc. (NYSE:COTY), one of the world’s largest beauty companies with approximately $9 billion in pro forma revenue, has announced that the newly relaunched COVERGIRL brand will open its first-ever beauty destination.
The flagship store will be located in Times Square, New York City – Times Square and is an experiential interpretation of the COVERGIRL “I am what I make up” brand philosophy.
According to the company’s press release, the store will be 10,000 square feet and will include “an experiential beauty play room with interactive elements, full service makeup application, on-the-go services, digital experiences and exclusive innovation.”
Coty (NYSE:COTY) wanted to be in the middle of things when deciding on a location. The company looked for a neighborhood that reflects the energy and personality of the CoverGirl brand which is why they chose Times Square.
With a location in the heart of New York City, 26 million New Yorkers as well as tourists who pass through each year will be able to visit the store. The is in the fall of 2018.
The store will mark the very first mass legacy beauty brand to ever launch a flagship store in North America and is a part of Coty’s strategy to improve how beauty lovers see COVERGIRL.
Senior Vice President for COVERGIRL, Coty, Ukonwa Ojo, remarked, “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. 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.”
Ojo also said last year, “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.”
As part of its restrategy, CoverGirl is also changing its slogan to “I Am What I Make Up” instead of its previous and iconic “Easy, Breezy, Beautiful…” catchphrase. The new slogan stresses that everyone can express themselves the way that they want. It was last year that 17-year old James Charles made headline as the first male to represent the brand.
Coty’s (NYSE:COTY) family of brands also include global icons like COVERGIRL, Max Factor, Rimmel, Clairol, Sally Hansen, Adidas and Nautica.