CoverGirl is launching its first-ever bricks and mortar store in New York City. The Coty-owned beauty brand is setting up shop in Times Square with a flagship 10,000-square-foot (about 930 m2) retail space designed to encourage shoppers to use makeup as a form of self-expression. The boutique is slated to open in Fall 2018.

CoverGirl plans flagship store for New York - Photo: © Business Wire /...

CoverGirl plans flagship store for New York - Photo: © Business Wire / CoverGirl

"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," said Ukonwa Ojo, SVP of CoverGirl, Coty, in a statement.

Featuring an interactive "experiential beauty playroom," makeup application services, and digital experiences, the store is the latest move in the 61-year-old brand’s strategic overhaul.

Last October, the company reinvented itself and unveiled its new slogan "I am what I make up" with a headline campaign starring its recently accumulated slew of inspiring and varied brand ambassadors. The varied lineup of women signed up to represent the company recently includes chef and TV personality Ayesha Curry, actress and YouTube star Issa Rae, singer Katy Perry, personal trainer Massy Arias, professional motorcycle racer Shelina Moreda and 69-year-old model and dietician Maye Musk.