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?