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The Doors to COVERGIRL’s Experiential Makeup Playground Open on Black Friday in the Heart of New York City

New York, NY (November 19, 2018) – The highly anticipated launch of the COVERGIRL TIMES SQUARE flagship store is just around the corner; it will officially open its doors 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 - 7th Avenue and West 49th Street. Store hours are 10 am – Midnight daily. 


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. Say hi to COVERGIRL hologram Olivia when you walk through the door. Powered by Google’s Artificial Intelligence technology – a first in a permanent brick and mortar store – Olivia can direct you to your favorite product, share in-store promotions or answer a question. Just ask!


-Augmented reality glam stations, powered by Holition, where you can virtually try a lipstick and eyeshadow just by picking up your color choice in the tray. Complete the look with coordinating blushes, mascaras and foundation – and digitally share your virtual makeover for friends to see.


-Customization station, where you can personalize a lipstick and/or makeup bag.


-Makeup application provided by a team of knowledgeable COVERGIRL beauty advisors, 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,” says 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 COVERGIRL 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.





Opening Date: November 23, 2018

Store Hours: 10am-12am

Location: 719 7th Avenue, New York, NY | Corner of West 49th Street

Phone: 646-998-4573



COVERGIRL is a cosmetics category leader and innovator that celebrates authenticity, diversity and self-expression through makeup. The brand’s “I Am What I Make Up” philosophy aims to inspire people to embrace their unique identities and unapologetically create any version of themselves. COVERGIRL is the biggest makeup brand to be Leaping Bunny certified cruelty free. A beauty industry icon, COVERGIRL has been empowering makeup lovers to express their unique beauty for more than 60 years. COVERGIRL is part of Coty Inc., one of the world’s largest beauty companies with approximately $9 billion in revenue, with a purpose to celebrate and liberate the diversity of your beauty.


Visit www.covergirl.com/COVERGIRLNYC or find @COVERGIRL in social media for more information. 


About Holition:

Holition (Holition.com) is an award-winning creative innovation studio, creating bespoke experiences for pioneering brands. Part think tank part digital studio, Holition is a synthesis of retail experts, scientists, film-makers, artists, mathematicians, UX designers, technologists and other curious minds, united by a digitally empathetic approach to consumer experiences.


Holition’s well-versed portfolio includes augmented reality experiences for beauty brands like Charlotte Tilbury and Covergirl, holograms for fashion brands like Dunhill and jewellery giant, Cartiér, projection mapping for BMW and Shiseido and data visualisations for Farfetch, Lyst and Grabble; and in addition to their consumer portfolio, Holition wouldn’t be complete without the collaborative artistic and academic partnerships with renowned global artists such as American artist, Jenny Holzer or experimental fashion collective, The Unseen, or esteemed academic bodies such as University of the Arts London, Politecnico de Milano, Parsons, and Brown University.  


Holition’s end-to-end technology solutions holistically enhance consumer experience both as a problem solving tool and a new means of interaction and the multidisciplinary studio has often been coined 'the anti-technology-technology company' because of its unconventional think-digital-act-analogue approach.


For more information about Holition, please visit Holition.com.





Ashley Corkery

E-Mail: acorkery@cotyinc.com


Jenna Hreshko

E-Mail:  jhreshko@hellommc.com



Adriana Goldenberg

E-Mail: Adriana.goldenberg@holition.com