Following several reports earlier in the quarter, CoverGirl has officially announced it will open its first permanent retail store today, Black Friday, in the heart of Times Square in Manhattan. The store, measuring 10,000-square feet, will feature virtual and real-life opportunities to try on and experiment with CoverGirl products.

The store looks to serve as a physical embodiment of the CoverGirl “I Am What I Make Up” brand philosophy. The multi-level store features minimalist black and white décor with pops of color. A myriad of digital displays complete the look, as well as unique store features including a virtual greeter, augmented reality glam stations and a customization station.