June 12, 2018

Covergirl Store to Open in New York City Soon

The most interesting news you might hear all day is the fact that there will be a Covergirl store opening in New York City very soon. Yes, an actual Covergirl store. The brand has plans to open their first ever store in the heart of Manhattan (Times Square).

Drugstore brands are constantly evolving and show great signs of improvement in the ten plus years I’ve been blogging. The prices have increased to compete with mid-range brands, the formulas have improved considerably, and many brands have set out to cut out the middleman by promoting their latest collections on their own websites and across their own social media outlets. Nowadays most brands will launch their latest collections exclusively at one store or they’ll promote it on their site before releasing it at mass retailers and drugstores. Both Milani and Wet n Wild have taken to promoting a lot of their latest launches on their websites. From a business perspective it makes perfect sense because there is no middleman to split costs with. Using these methods the brand is getting more of a return on their launches.

But opening a store? That’s really taking things to a new level. You know exclusives are bound to be afoot.

E.L.F. is probably one of the first budget beauty brands to open a store so this isn’t a new concept by any means. However, Covergirl is a larger brand and it comes as unexpected news that such a large drugstore brand is making the steps towards opening their own store.

The design and vision for the store will reflect the dynamic, energetic neighbourhood. 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 location will offer an beauty play room, with interactive elements, full service makeup application, on-the-go services, digital experiences and exclusive innovation.

There’s not date for the Covergril store opening yet but I’m sure news will be be coming very soon! I imagine by Fall 2018 New Yorkers will be able to shop at the Covergirl store.

What do you think of this idea?

About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

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  • kjh

    Interesting, bec it’s counter to the trend of shuttering brick and mortars.

    • Isabella Muse

      I was just thinking how this could potentially be a major problem for drugstores if other brands start doing this!

  • Cindy

    This is interesting, of all drugstore brands I wouldn’t think Covergirl would do this! I don’t know if its just me, but nowadays when I’m in the drugstore, I’ll walk right past Covergirl, nothing about them excites me. The packaging makeover also seems so bland to me. 🙁

    Also wanted to mention I love all the site changes! Everything looks grrrrrreat!

    • Isabella Muse

      the packaging is taking me a while to get used to! It’s very uneventful! Really, really different and I sort of walk past it too because I forget it is there it sort of blends into the background being all stark white. Thanks Cin! ;-D

  • Christina

    Eh, I’m not interested at all. LOL! I like the convenience of just popping into Target and picking up a makeup piece along the way. I don’t plan on going out of my way to get to a Covergirl, Maybell, L’Oreal, Wet n Wild, etc. store. LOL!

    • Isabella Muse

      me too! I avoid Times Square at all costs. Tourist trap! When they start getting out the rope and barricades to keep people on the sidewalks that’s when I’m like, “Yeah ok, I’ll be over in a nice quiet corner of my city and keep that area for the tourists”

  • Cindy

    I’m sure the prices will be jacked up to cover that expensive Times Square rent! Drugstore no more LOL!

    • Isabella Muse

      ha! Well really, drugstore makeup in general lately is HIGH!

  • Lee

    Ive never had a lot of luck with covergirl anything. Now if Loreal or possibly even Maybelline opened a store, just go ahead give me a frequent shopper rewards card.

  • Adrienne

    My first thought was do they have enough products (no skincare that I am aware of) to have a store to sell Cover girl exclusively? But NYC has unlimited possibilities so if they can compete with Bare Minerals and MAC etc more power to them. Maybe they will launch “covergirl chic” or “covergirl luxe” and increase the prices.

    • Isabella Muse

      I think to make up for that they are going to create a space where people can try things on, have makeup artists around, sort of an interactive experience. Plus who knows where CG is going in the next few months. They have been quite on point with their newest releases lately and drugstore brands seem to be embracing skincare lately (physicians formula, milani) maybe CG will too!? Plus I’m sure it being a new store they’ll have something exclusive launching. Mmm possible! You never know 😀

  • Judy

    I love this idea! I wishes more “drugstore” brands had their own stores

  • Maria

    I am very surprised at this since the NYC rents are very high and cover girl is drugstore brand. BTW Muse, did you order the new UD palatte from their website? Just curious.

    • Isabella Muse

      Considering the amount of people that pass through TS daily I can see them actually making a profit off of this store. TS is a tourist trap so you’re getting people for all over the world entering that area daily perhaps some that aren’t privy to CG cosmetics so there’s a good chance they can make some $$$.

  • Jane

    I like Cover Girl products well enough – I like their eyeshadow palettes – but their colors have largely been uninteresting to me (that seems to be true across many brands – mid-thirties is not the target market, I know), they still use parabens and lots of them in many products, and they add so much fragrance to so many products that it completely ruins the experience for me.

    I do love their new packaging however.