CoverGirl launches new products and announces Times Square flagship store

By Deanna Utroske

- Last updated on GMT

image courtesy of CoverGirl
image courtesy of CoverGirl
The team at Coty has been steadily reinventing the iconic mass-market beauty brand since acquiring CoverGirl from P&G in October 2016. And these latest developments are hardly the end of it.

In May, CoverGirl launched its new collection of Exhibitionist Lipstick. The line comprises nearly 50 shades in three finishes. There are 27 cream shades, 9 demi-matte shades, and 12 metallics. The Exhibitionist collection also include 8 lip liners.  

All three lip color formulas promise to be moisturizing: according to press materials the company shared with Cosmetics Design the lip sticks deliver “highly pigmented color payout, rich color in one swipe, leave lips feeling moisturized and soft, glide on smoothly,”​ and are packaged in an “updated lipstick bullet with [a] window to show [the] shade.”

Retail real estate

Now this month, CoverGirl has announced it will open a flagship retail store in Times Square (purportedly the first legacy mass-market beauty brand to have such a presence in the Square).

“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,”​ Ukonwa Ojo, senior vice president of the brand tells the press.

She explains the thinking behind the flagship retail space further saying, “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.”

Experiential design

CoverGirl has gotten creative with retail over the past couple of years, popping up at the Story concept shop, for instance​. And, to be sure, the new Times Square location will be more experiential than a conventional drug store beauty isle (and perhaps even the sort of space that can rival Sephora).

According to a PR representative, “the space will offer an experiential beauty play room, with interactive elements, full service makeup application, on-the-go services, digital experiences, and exclusive innovation.”

The new lipsticks, the new flagship; these are part of Coty’s larger project to build the beauty company of the future, as Cosmetics Design has reported​. Discussing his vision and strategy at a CEW event late last year, Coty CEO Camillo Pane acknowledged that many of the newly acquired cosmetics, fragrance, and personal care brands need work: “we will bring back these brands to the place where they belong,” ​he said.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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