By  on April 6, 2007

NEW YORK — Del Laboratories thinks everyone wants to be a star. With that in mind, the company's NYC New York Color is teaming up with Star Magazine for a Get the Star Treatment mall tour.

Starting next week, "casting sessions" will be held in five major malls around the country where women can learn how to get the looks of their favorite stars — at a value. This promotion picks up where the company left off last year with its Dare to Compare bus tour where "Diva on a Dime" contributor Doug Atkinson selected women for makeovers. Atkinson will be providing makeup tips as part of the program.

"Last, year it was Dare to Compare. This year, we're going on the road again and it is the Celebrity Chic tour showing how you can achieve the look of a celebrity for under $20," said Laura Weinstein, senior vice president of marketing for NYC New York Color. "Everyone has a celebrity obsession."

Selected candidates will earn a spot in upcoming issues of Star with before and after transformations and how-to's for readers to get the look at home. The five malls are Rockaway Town Square in New Jersey, Tyson's Corner Mall in Virginia, Wellington Green Mall in Florida, Westfield Hawthorn Mall in Illinois and Topanga Mall in California.

There will be six makeup stations featuring how to get stylish brows, how to create the perfect canvas for makeup, how to create smoky eyes, how to apply artificial lashes, how to match red lipsticks to skin tones and how to achieve eye-brightening looks.

As an added touch, participants can get their photographs superimposed on backgrounds such as Star magazine or a red carpet. Raffles will be held hourly and, just like real stars, all attending will get gift bags (with no income tax rules attached). Coupons will be distributed to direct shoppers to retailers who sell NYC.

The power of Star magazine, which has ample beauty coverage, will be tapped to blast out e-mails to its more than 75,000 readers and Star Beauty Club members. There will also be a contest where guests will be chosen in each market to compete online for a photo shoot in New York.There is a retailer tie-in, too, in which Atkinson will make appearances at select Wal-Mart, CVS Rite Aid, Eckerd, Longs, Meijer and Ulta stores. The appearances will be supplemented with sampling and giveaways. There is also an essay contest tying into the stores where hopeful winners will nominate a friend or themselves for star treatment. The essays will be dropped off at participating stores. This type of promotion harkens back to the days when retailers often had shopper contests that helped develop store loyalty and goodwill. One grand prize winner will earn a trip to New York.

In addition to this promotion, NYC is aiming to tap into the power of spending that revolves around prom season. NYC has a shade break called Prom Beach, which also has a contest component with a makeover for the winner and 25 friends.

Efforts such as this behind NYC are helping build the brand, according to Harvey Alstodt, president of Del Cosmetics. According to ACNielsen, NYC's sales rose 13.8 percent in retail sales for the 52-week period ended Jan. 28. Acquisitions have also been favorable for NYC with the line gaining footage in Albertson's stores now owned by CVS, as well as the Brooks Eckerd stores being digested by Rite Aid. Three-foot endcaps are currently shipping into Eckerd stores, said Alstodt.

NYC continues its advertising campaign showing how its products stack up against luxury items. The new print ads show the more expensive items juxtaposed near NYC along with a model made up with NYC products.

NYC also continues to venture outside of the U.S. with distribution now in the U.K., Russia, Poland and Holland.

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