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Cover Girl to open flagship in Times Square

Cover Girl is moving into freestanding retail—and not in a small way.

The mass makeup brand will open a 10,000-sq.-ft. flagship in the heart of Manhattan’s Times Square. Due to open in fall 2018, the location will include an experiential “beauty play room” with interactive elements, full-service makeup applications, on-the-go services, digital experiences and more. It will also sell product.

The design of the store will reflect the dynamic and energetic locale, according to the company. It will also serve as an interpretation of CoverGirl’s “I am what I make up” brand philosophy.

“At CoverGirl, we believe that makeup is a powerful tool for creativity and self-expression,” stated Ukonwa Ojo, senior VP, Cover Girl, which is owned by Coty. “Opening a concept store will help bring this brand purpose to life in an immersive, elevated and multidimensional way.”

The upcoming flagship is the latest in a series of moves related to Cover Girl’s major re-branding initiative, which debuted last September.
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