The argan oil-based hair care brand Moroccanoil is expanding its New York Fashion Week presence this season as the first hair-care sponsor of Made Fashion Week.

This story first appeared in the August 24, 2012 issue of WWD.  Subscribe Today.

Now in its seventh season, Made Fashion Week, which was launched in 2009 at Milk Studios, is meant to showcase design talent and bring together global creative communities.

Backstage this season, Moroccanoil will debut its newest product, Volumizing Mousse, which will be available in salons in October, and will be on hand to provide styling and product support for more than 19 shows. Antonio Corral Calero, the brand’s artistic director, will be at the design helm, creating the hair looks for six of the 19 runway shows. In addition to the partnership and introductory product, Moroccanoil launched its Facebook page and live Twitter feed on July 3.


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“We realized we need to be where our consumers are,” said Carmen Tal, cofounder of Moroccanoil. “Social media is quickly becoming a key cornerstone of Moroccanoil’s marketing strategy moving forward.”

Both platforms will provide a sneak-peek backstage to view hair trends from New York, Milan, Paris and London fashion weeks and will feature new product and brand alerts. “We expect a significant increase in our social media presence and number of fans-followers during our official launch,” added Tal.

Moroccanoil backstage hair content will also be available at milkmade.com. Made Fashion Week at Milk Studios will run from Sept. 6 to 12.