Beauty products manufacturer Coty has opened a flagship store for its newly re-launched COVERGIRL brand in Times Square, New York City, US.

The new store will represent COVERGIRL’s ‘I am what I make up’ brand philosophy, which aims to inspire customers to use makeup as a tool for self-expression.

It features an experiential beauty playroom with interactive elements, a makeup application service and digital experiences.

“We believe that makeup is a powerful tool for creativity and self-expression.”

The 10,000ftfacility is designed to accommodate the large numbers of residents and tourists that pass through Times Square each year.

Coty COVERGIRL senior vice-president Ukonwa Ojo said: “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.

“At COVERGIRL, we believe that makeup is a powerful tool for creativity and self-expression. Opening a concept store will help bring this brand purpose to life in an immersive, elevated and multidimensional way.”

Coty’s COVERGIRL retail store is expected to open this year.