Coty Tries Story Boutique to Show Mass Retailers What’s Possible

The new Story concept store in New York’s Chelsea neighborhood, which serves as a pop-up-store for hire for brands ranging from American Express to USA Network’s “Mr. Robot,” brings in some 5,000 shoppers on its best days. Opened on Sept. 7, its five-week run might at best bring 100,000 shoppers through its doors.

So what does Coty, whose big brands CoverGirl, Rimmel and Sally Hansen have long lived in higher-traffic places like Walmart (140 million people weekly) and can easily be found by Manhattanites at drug stores, have to gain from sponsoring it?

For Shannon Curtin, senior VP of Coty and herself a veteran of Walgreens and Walmart, it’s about learning how to do retail marketing in a new way.

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