"On-the-go services, an experiential playroom, exclusive merchandise, digital experiences," oh, and lots and lots of affordably priced makeup: Sounds like a beauty lover's dream, no? Say hello to Covergirl's latest, history-making annoncement—the launch of the brand's first-ever flagship store located in none other than New York City's Times Square, which is not only an exciting, visionary next step for the brand but also marks a historical milestone within the realm of mass legacy brands as a whole.
(Covergirl will be the official first to launch a flagship store in North America.) And while details are currently limited, we do have some preliminary information to help prepare you for your inevitably easy, breezy, beautiful shopping experience.
According to a representative of the brand, the design and overall vision of the store is set to mirror the "dynamic, energetic neighborhood" of Times Square.
"The concept store will serve as an expression of the Covergirl 'I am what I make up'" brand philosophy, inspiring shoppers to use makeup as a tool for self-expression and personal transformation," the brand shared.
"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," elaborates Ukonwa Ojo, SVP of Covergirl at Coty Inc. "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.”
Suffice to say, we're excited. And although the above details are quite literally all we know of the launch (we're still waiting on an official time frame for the store's debut), we've decided to gear up for the experience with a list of Covergirl makeup essentials Team Byrdie hopes to eventually spot atop the sparkly shelves of the new NYC flagship location. Keep scrolling for eight Covergirl makeup products our arsenal wouldn't feel complete without.
Next up: See the drugstore foundations makeup artists are obsessed with.