At NELSON, our vision is to boldly transform all dimensions of the human experience. Our unique values fuel our culture and inspire us to constantly evolve and innovate. In celebration of our values, over the next few weeks, we’ll be highlighting the experiences that allow us to bring out the best in our teammates and clients. This week, we’re sharing how we have inspired others to BE YOU

Our retail design team partnered with COVERGIRL to design and develop the brand’s first brick-and-mortar store located in the heart of Times Square New York City.  Working closely with the cosmetic icon, our teammates created a fully immersive beauty destination where customers are encouraged to experiment and express themselves with their favorite products. Here’s the story:



Turning one of the city’s busiest street corners into a sleek cosmetic hub for the ultimate shared beauty experience, COVERGIRL’s first-ever physical store is dedicated to inspiring shoppers and embodying the brand’s “I Am What I Make Up” philosophy. Every detail encourages consumers to touch, test, and share—a playful and immersive experience that brings this iconic brand to life. 

The store has allowed COVERGIRL to expand its offerings and for the first time, beauty enthusiasts have the opportunity to explore a three-dimensional version of the brand.  Centering around product trial, dynamic features like high-end augmented reality glam stations were installed so that shoppers can digitally experiment and try on makeup to discover their personal beauty expression. A video booth allows customers to record videos set to music and capture photo ops to share on social media.

The finished space is a destination-worthy beauty playground that celebrates the brand’s confident essence and empowering spirit. While the design process included developing a glamourous space, the core of this project was about empowering young shoppers to discover their own style. The COVERGIRL store is more than a place to shop, it’s a place to BE YOU. As one of our core values, we couldn’t have been more honored to be a part of a project that allows one to express their unique self and actively connect with a community of authentic and diverse individuals.


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