By  on August 31, 2011

NEW YORK — Maybelline New York continues to fortify the link between fashion and beauty as it launches into its fifth season as the official beauty sponsor of New York’s Mercedes-Benz Fashion Week.

“Fashion has become a central platform for Maybelline New York across the world,” said Damien Bertrand, global president of Maybelline New York.

Added David Greenberg, president of Maybelline New York-Garnier-Essie USA, “We’ve integrated fashion into every aspect of the Maybelline New York brand, with the ultimate payoff being genuine runway-inspired products that let women be their own makeup artist.”

Digital is the crucial link in the program, and Maybelline has added a new weapon in its fashion show arsenal. It will launch a Tumblr blog, which is set to preview in advance of Mercedes-Benz Fashion Week in New York. Maybelline.Tumblr.com will serve as a visual extension of the brand’s Twitter account. Content will be posted on the site regularly, and during fashion week, it will be streamed into Tumblr’s official fashion week coverage at Tumblr.com/NYFW. “Maybelline New York is the first beauty brand to embrace Tumblr as a platform,” said Rich Tong, fashion director at Tumblr. He maintains that the move “will truly help bring visibility to our beauty community on Tumblr.”

Moreover, in its quest to feed demand for the buzz from the shows, Maybelline will once again present live-streaming coverage on YouTube’s Live from the Runway channel. Fashion and beauty fans will be invited to join the conversation by logging into the site, via their social media network of choice, and commenting with the hashtag #LiveRunway. New this season, fashion enthusiasts can watch the shows wherever they are via mobile live-streaming. The content will appear on the brand’s Facebook page and live updates will be tweeted by following @Maybelline on Twitter.

Maybelline New York has put together a diverse fashion week roster of both major labels and indie offers, including BCBG Max Azria, Bibhu Mohapatra, Carlos Miele, Custo Barcelona, DKNY, Jen Kao, L.A.M.B., Libertine, Vivienne Tam and Wes Gordon.

For the second year in a row, Maybelline New York will serve as the official beauty sponsor of Fashion’s Night Out. The brand’s Color Studio Hot Spot will be set up at Gansevoort Plaza in New York’s Meatpacking District on FNO. Consumers will be treated to complimentary mini-makeovers and Great Lash Mascara giveaways. Guests can have their own Maybelline New York moment by having their picture or video taken post-makeover. Maybelline’s FNO event will also include a live music set by DJ Chelsea Leyland and an appearance by Patricia Field, who will be giving away limited edition Great Lash Mascara T-shirts she designed for the occasion in honor of Great Lash Mascara’s 40th birthday. Maybelline spokesmodels will be on hand to sign tubes of Great Lash.

Through the duration of fashion week, Maybelline will serve as the official cosmetics sponsor of the Teen Vogue Haute Spot in Lincoln Center, providing makeovers and beauty advice to guests.

The Allure Lounge, Colored by Maybelline New York, will be a beauty and fashion pop-up center, housed near the fashion tents.

Maybelline executives say that what has been learned in the New York tents is being transplanted in far-flung venues. Bertrand noted that other makeup sponsorships have developed in Germany, the Netherlands, Russia, Poland and, most recently, Japan.

“We’re creating beauty trends backstage, translating them from the catwalk to the sidewalk and making them available to women around the world,” he said.

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