By  on August 27, 2010

The official makeup and hair sponsors of Mercedes-Benz New York Fashion Week are aiming to beautify consumers — but also to provide them with trends so they’ll go into stores and buy products.

Maybelline New York, as the official makeup sponsor of fashion week, is returning to retailer partnerships to get consumers into the stores where the brand is sold, specifically CVS Pharmacy, Duane Reade, Walgreens and Ulta.

“One way to get closer to the consumer is through the retailer in a more strategic, sustainable way compared to how we did in prior years,” said Steve Lutz, senior vice president of sales for Maybelline New York-Garnier. The brand, along with its sister brand L’Oréal Paris, exited buy-one-get-one-free promotions in 2010 in favor of retailer partnerships.

For Fashion’s Night Out on Sept. 10, Maybelline is hosting an event at Gansevoort Plaza, located in the Meatpacking District on Ninth Avenue and 13th Street. The brand will have on-site makeup artists telling consumers to visit Duane Reade, where they can chat with in-store beauty advisers about Maybelline’s spring looks and new products. Also during the event, spokesmodels will mingle with the masses as makeovers are given to the everyday woman. The first 50 guests will receive a limited edition makeup bag, designed by fashion designer Michael Angel, filled with products. Fashion’s Night Out events in Miami and Chicago will have Maybelline staff telling consumers to visit Walgreens and Ulta stores, respectively, for news about Maybelline. The brand is also reviving its spring partnership with CVS this fall. From Sept. 11 to Sept. 16, a branded pop-up destination, Maybelline New York & CVS Pharmacy Beauty and Fashion Retreat, will appear at 1701 Broadway, where makeup artists will provide free makeovers. The first 50 people to visit the booth each day will receive products and CVS store coupons. The brand is also partnering with CVS Pharmacy for a contest, “Be a Sensational Makeup Artist,” where consumers submit a video of themselves creating a makeup look with Maybelline New York cosmetics. Entries will be judged by a panel of beauty experts, makeup artists, and executives from Maybelline New York and CVS.The winner’s makeup look will be showcased in the February 2011 issue of a top beauty and fashion magazine, among other prizes. The contest will be supported throughout September with in-store displays in more than 1,000 CVS locations.

TRESemmé, which has been fashion week’s hair sponsor for the past four seasons, is partnering with reality TV star Whitney Port, and also is building a salon at fashion week’s new Lincoln Center site. The mass hair care brand is partnering with Port for a program called “Her Way to the Runway,” which looks to show how women can be inspired by the runway to create their own looks. Six-page advertorials running in December issues of Lucky, Allure and Glamour magazines will feature Port’s inspiration for her own runway line, Whitney Eve, and how to wear it everyday. TRESemmé is also sponsoring Port’s fashion show, scheduled for Sept. 11 at 1Oak.

At Lincoln Center, TRESemmé looks to take hairstyling center stage. “As the only hair care sponsor for fashion week, we are all excited about a double-decker salon and lounge on site,” said Bob Gorman, U.S. marketing director for TRESemmé, of the structure that will provide complimentary dry styling for passersby. The salon will also feature a runway so women can strut their styles that will be featured on the brand’s Facebook page.

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