News / Sensory Interactive Helps Create Content for COVERGIRL Times Square Flagship

Sensory Interactive worked with leading beauty company Coty and creative agency Droga5 to develop content for the digital displays at 30 Times Square, home of the new Times Square flagship store for COVERGIRL.

The Sensory Interactive creative content team took the COVERGIRL video campaign that Droga5 had developed for broadcast use and adapted it to 30 Times Square’s multiscreen digital-out-of-home displays.

Sensory Interactive was able to create content that takes full advantage of the seven-display installation’s unique format and high visibility, thanks in part to its involvement in the original development of the displays. The company recently worked with building owner SL Green Realty Corp. to provide design, documentation, procurement, and project management services for the launch of the installation, which has a total surface of more than 5,600 square feet.

The Times Square store will be COVERGIRL’s first beauty destination and will be an experiential interpretation of the COVERGIRL “I am what I make up” brand philosophy, inspiring shoppers to use makeup as a tool for self-expression and personal transformation. The 10,000-square-foot store, which is scheduled to open later this year, will feature an experiential beauty playroom with interactive elements, full-service makeup application, on-the-go services, digital experiences, and exclusive innovation.

“We were excited to have the opportunity to help Coty and Droga5 bring the COVERGIRL brand and its video advertising campaigns to millions of Times Square visitors,” says Sensory Interactive Associate Director Christopher Graefe. “It was an honor to be part of a team tasked with preserving the integrity and sophistication of this world-class, highly recognizable brand in such a high-profile setting.”

Alongside these content-development activities, Sensory Interactive’s revenue strategy group is working with Coty to explore potential monetization strategies for the displays, and the Sensory Interactive operations team will be providing ongoing maintenance and content management services.