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Covergirl Opens New Flagship Store Focused on Experiences

Every generation presents new marketing challenges.  As consumers flock to online shopping, CoverGirl decided to open their first brick-and-mortar location in Times Square, NY.  You can read about the new store and it’s planned opening (Black Friday) in this article.  The new store is designed around providing “an experiential beauty playroom”.  The new store will be utilizing Google’s artificial intelligence platform, DialogFlow, to power a virtual greeter (Olivia) and augmented reality stations to help shoppers visualize the different options.  Of course they will utilize personal sales representatives as well to assist in any areas not covered by their new technological assets.

Will this be a good move for CoverGirl?  Should any of their current retail partners feel threatened by CoverGirl’s forward integration?

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