CoverGirl’s new tech-enabled flagship focuses on discovery and personalization

Covergirl

CoverGirl

Makeup brand CoverGirl’s new Times Square store in New York is encouraging shoppers to immerse themselves in an experiential playground with tech-enabled experiences that include a virtual greeter and AR glam stations.

The store, which is the first under the brand’s new “I am what I make up” philosophy, is designed to be a shared beauty experience, where consumers are encouraged to discover, try on and express themselves through makeup in several different ways.

“We can’t wait to open our doors to the public and let our fellow CoverGirls in to play and to ‘make up’ what CoverGirl means to them,” says Coty’s Consumer Beauty CMO Ukonwa Ojo. “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.”

Upon entering the store, customers are greeted by Olivia, an AI virtual greeter powered by Google’s Dialogflow that can answer questions, share beauty trends or simply direct customers to their desired products. A try-on station allows shoppers to pick up a lipstick or eyeshadow from a tray and have it automatically overlaid onto their faces via augmented reality mirrors, similar to Coty’s Bourjois boutique that opened in Paris earlier this year; to provide the personalization that consumers crave, another station allows them to customize a lipstick and/or makeup bag; lastly, in-store staff, or CoverGirl BFFs, will be on hand to provide advice, tricks and recommendations.

The store’s design has also been developed with the young beauty consumer in mind, with every corner providing a selfie-ready backdrop that allows shoppers to share their looks and shopping experiences.

Being that the new flagship is at one of the world’s busiest areas for footfall, it will be open daily from 10am until midnight.

Increasingly, beauty brands are deploying augmented reality to further engage with a consumer who is prone for interaction. Beyond Coty’s new Bourjois and CoverGirl stores, this year L’Oréal also announced the introduction of digital beauty assistants that use AR to show consumers looks via video on the NYX app.

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