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Fashion Week’s Sweet Beauty Initiatives

As New York Fashion Week begins, a handful of beauty brands are sponsoring initiatives that meld beauty with a banquet of sweet treats — from candy to coffee.

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As New York Fashion Week begins, a handful of beauty brands are sponsoring initiatives that meld beauty with a banquet of sweet treats — from candy to coffee.

Birchbox will open its first pop-up shop — a candy and beauty stocked space where customers can go home with personalized treat-filled boxes. Located at 459 West 15th Street, the 1,945-square-foot space will be open Sept. 7 to 11 from 10 a.m. to 6 p.m. Inspired by the concept of a trompe l’oeil candy shop, samples will include beauty goods and sweet snacks. Hair, nail and makeup touch-ups will also be offered, as will computer and phone recharging stations. “The Birchbox Sample Stop was designed to bring Birchbox to life at fashion week,” said Katia Beauchamp, Birchbox’s co-founder. “It is a chance for us to showcase the brand in a brick-and-mortar way to the people that shape the industry and create the trends.”

Dylan’s Candy Bar — located at 60th Street and Third Avenue — will highlight Bed Head’s newest product offerings, Curlipops curling irons, during fashion week. Sold in swirl lollipop-shaped packaging, Curlipops are designed to create lose curls and waves. Bed Head Curlipops and assorted Candy Fixations hairstyling products will be on offer in the candy emporium until mid-September. In addition, three Curlipop appliances as well as a $50 gift certificate to Dylan’s will be awarded to winners through the Bed Head Curlipop Facebook page.

For Made Fashion Week, Walgreens will offer an “old-fashioned” newsstand kiosk, stocked with beauty goods and essentials like Band-Aids, mints and magazines. Located in the cafes at MILK Studios on the second and eighth floors, Walgreens Café: Made to Eat is also providing all backstage catering for Made fashion shows and presentations with its Nice and Good and Delish food lines.

Urban Decay will set up shop outside of Lincoln Center and MILK Studios to refuel tired fashion weekers with coffee and cosmetics. The brand is partnering with The Mudtruck, serving drinks inspired by its best-selling Naked Palette from Sept. 8 to 10, from 8 a.m. to 5 p.m. daily.

“We had the opportunity to work with the iconic Mudtruck this year and to continue with the ‘Fuel Your Fashion Week’ tradition, so we did,” said Wende Zomnir, cofounder and creative director of Urban Decay. “The partnership allows us to provide a fun service for people when they need it most — during the mayhem of fashion week. The mobility of the truck gives us the opportunity to get in front of key influencers, media and VIPs both uptown and down.”

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