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Maybelline Inks Deal With Japan Fashion Week

The L’Oréal Group brand has signed on to be the official makeup sponsor, starting with the spring-summer 2012 shows this October.

TOKYO — Maybelline New York said Monday it has signed a three-year agreement to be the official makeup sponsor for the Tokyo collections, starting with the spring-summer 2012 shows this October.

This story first appeared in the August 9, 2011 issue of WWD.  Subscribe Today.

The L’Oréal Group brand is already the official makeup sponsor of several other fashion weeks including Amsterdam, Berlin and Moscow.

“As the world’s number-one cosmetics brand, Maybelline New York will collaborate with top designers in Japan’s fashion industry to deliver the world’s leading fashion and makeup trends and bring vitality to Japanese consumers through various activities,” said Kaname Sasaki, the brand general manger of Maybelline New York for L’Oréal’s Japan’s consumer products division.

Last month, Mercedes-Benz said it inked a multiyear sponsorship deal for the Japanese shows, which have been officially renamed Mercedes-Benz Fashion Week Tokyo. As reported, the Tokyo shows are working with IMG to secure fresh funding as the event weans itself off government support.

The October shows are highly anticipated as the March edition of Japan Fashion Week, which was to take place just a couple weeks after the March 11 earthquake, was canceled due to safety fears and logistical difficulties.

Mercedes-Benz is becoming increasingly involved in the region’s fashion weeks. Just a few weeks ago, the company said it will sponsor Beijing’s China Fashion Week for the next three years. The next edition of the event, which has been renamed Mercedes-Benz China Fashion Week, will also take place in October.