Covergirl is marking Black Friday with the opening of a long-anticipated flagship store in Times Square, New York.

CoverGirl has opened first flagship store in New York - Photo: © Business...

CoverGirl has opened first flagship store in New York - Photo: © Business Wire / CoverGirl

The Coty-owned beauty behemoth has opened the doors of its new boutique on November 23. The two-level, 10,000-square-foot (about 929 m2) space is the label’s first permanent retail store, and it has been designed to embody its brand philosophy, "I Am What I Make Up."

Shoppers will be able to enjoy a multitude of immersive experiences from the moment they enter the store, to be met by the ‘virtual greeter’ Olivia, who, powered by artificial intelligence, will direct shoppers to their favorite products, share beauty advice or answer questions. The shop will also feature ‘augmented reality glam stations’ allowing consumers to virtually try a lipstick and eyeshadow just by picking up a color choice in the tray, before digitally sharing the result with friends, and a ‘customization station’ designed for personalizing lipsticks and makeup bags.

"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," said Coty Consumer Beauty Chief Marketing Officer Ukonwa Ojo in a statement.

The move is the latest big development for Covergirl, which was awarded cruelty-free status by Cruelty Free International’s Leaping Bunny program earlier this month.