CoverGirl brings influencer-created looks to in-store displays

NEW YORK — With the CoverGirl Collective influencer network now numbering nine makeup enthusiasts, the brand is looking to bring Instagram-ready looks to the physical store. CoverGirl is unveiling select in-store displays that will feature trending beauty looks from each of the three new CoverGirl Collective members

“We’re constantly looking for innovative ways to bring influencers into the brand experience through opportunities that show the power of our products to create transformational looks,” CoverGirl SVP Ukonwa Ojo said. “By featuring curated beauty looks designed by influencers on our display offerings, we bridge the online/offline gap to solve a key consumer challenge. As we imagine the shopping experience of the future, merging the worlds of digital content and brick-and-mortar shopping is an important priority for CoverGirl.”

The displays will showcase the specific products used by influencers to create the curated looks, creating a seamless move from the shopper’s social media feed to the physical store, CoverGirl said. The move comes as recent Hubspot data shows that 71% of consumers are more likely to make a purchase based on social media reference alone.

The influencers that CoverGirl is working with include Influencers include Kelly Strack (@kelly_janexx), Sharifa Easmin (@sharifaeasmin) and Ryan Kelly (@ryankellymua). Other influencer partners are Tina Kosnik (@tinakpromua), Karla Tobie (@princessbellaaa), Ellarie Noel (@ellarie), Kayla Hagey (@kaylahagey), Ashley Feasel (@atleeeey) and Rosalina Young (@ahitsrosa).