Cover Game
Makeup legend sees a future in Times Sq. roots
This is not your grandmother’s CoverGirl.
The budget beauty brand known for “Clean Makeup” that launched the career of a young Cybill Shepherd would be happy to be millennials’ “Instagramma.”
The 57-year-old cosmetic war horse brand has busted out of drugstores, Walmart and Target and opened its first store, competing against the likes of Sephora, Ulta and Bluemercury at Times Square.
CoverGirl now sees itself as social media-savvy, and the new emporium at 719 Seventh Ave. includes a booth for customers to make a 10second video of themselves set to music, and mirrors equipped with artificial intelligence to test out different shades of makeup.
The brand’s second act was spurred by declining retail shelf sales and a shift to newer, trendy brands like NYX, e.l.f. and Kat Von D. What’s more, CoverGirl parent Coty recently reported a 21 percent decline in its consumer-beauty business.
“The entire store is very focused on Instagram,” said Emmanuel Bou, brand manager of CoverGirl USA. “We want tourists to come in and walk away with a souvenir video or photo of themselves.”
There’s also a hologram customer greeter at the entrance named Olivia who offers advice — including directions to the nearest subway.
Makeup artists are on hand for free 15-minute sessions or a 60minute session with a minimum purchase of $60 worth of products. Also available for sale for the first time are CoverGirl accessories like a $50 bomber jacket,
The Black Friday opening comes on the heels of a “I Am What I Make Up” CoverGirl marketing campaign that included brand believers including singer Katy Perry and the fitness influencer Massy Arias.