NEW YORK — Beauty companies remain committed to supporting fashion week, with a host of players spinning fresh ideas to get in on what has become a marketing must for brands seeking glamour status.

Pantene, the official hair sponsor of Olympus Fashion Week's spring and fall 2006 shows, partnered with the Council of Fashion Designers of America Wednesday night to present Icons in Black & White, an historic photographic exhibition featuring the works of seven American designers (see related story on page 14.) Filling the space on the fourth floor of the Whitney Museum of American Art were enlarged images of Jacqueline Kennedy wearing a one-shoulder evening gown by Oleg Cassini, Brooke Shields wearing Calvin Klein jeans and Diane von Furstenberg featuring herself in a self-designed 1976 print blouse being relaunched for 2006. Rick Hasselbeck, associate marketing director for Pantene, attended the event and discussed how the world's largest hair care brand is donating $100,000 to CFDA in support of new designers.

Rusk, a division of Conair Corp., is developing its own fashion show as a vehicle to communicate its take on hairstyle trends for the year. The hair presentation is slated for Monday at The Venue at 6 p.m.; makeup will be provided by Shu Uemura and clothes by designers such as Bill Blass. After the New York debut, Rusk will take the show on the road with a 20-country tour.

Lancôme, in addition to sponsoring the Proenza Schouler show, is celebrating its just-launched fragrance, Hypnôse, in a novel way: It is working with the label's designers, Lazaro Hernandez and Jack McCollough, to create a dress inspired by the facets of the fragrance, including its blue amethyst coloration and its tall, sculptured bottle. The dress later will be auctioned, with proceeds going to charity. Lancôme is also creating an exclusive lipstick for Behnaz Sarafpour's show, which will be sold as a limited-edition item in the fall. At the Peter Som show, Lancôme is previewing its two upcoming rose fragrances, La Collection Mille et Une Rose and Tresor Sheer Rose.

Bumble and bumble plans to support several up-and-coming designers, including Boudicca and Jasmin Shokrian, by holding runway shows in their Meatpacking District location. Bumble also is offering these designers the opportunity to work with its top editorial stylists, including Jimmy Paul and Laurent Philippon. Photography and videography from Bumble's in-house team also will be available to them, as well as additional space in the building for press appointments, model castings and fittings.Sally Hansen, a backstage newbie, has created a collection of Diamond Strength No Chip Nail Color shades inspired by Tracy Reese's fall 2006 collection. The 10 shades range from aubergine to nude, and include names such as African Violet and Spun Honey. But only Garnet, billed as the official shade of the Tracy Reese show, will walk the runway.

Nioxin, another backstage newcomer, has partnered with Alvin Valley to not only sponsor the hair portion of his show, but also to use models to launch its new Volumizing Reflectives styling line. They've tapped Laurentius Purnam to lead the hair team, who has called Britney Spears a client.

Revlon is gearing up for its third fashion week season, taking on more shows than before. Just as it did last spring, Revlon will sponsor makeup for the J.Mendel show, scheduled to take place Thursday. Charlotte Tilbury will create the makeup looks using Revlon's fall collection, Perfectly Plum. Revlon's fall 2006 palette, which was inspired by the Gilles Mendel collection, will be included in a black velvet makeup pouch and handed out to the show's 750 guests. Revlon also has partnered with Marchesa designers Georgina Chapman and Keren Craig for their show, slated to take place Wednesday at the Rainbow Room. London-based makeup artist Talia Shobrook will create the makeup look for Revlon. And, backstage at the Oscar de la Renta show, editorial manicurist Jin Soon will use Revlon nail enamel on all the models.

At least three men's brands — Clarins Men, L'Oréal's Biotherm Homme and H/E, the men's range from Iredale Mineral Cosmetics Ltd. — have aligned with designers to provide skin care treatments to male models prior to runway appearances. At John Bartlett, the grooming team from Clarins Skin Spa will apply Moisture Gel, Fatigue Fighter and Active Hand Care to help guys appear in top form. Prior to Tomer Gendler's show, H/E mineral bronzer and lip balm will be used to enhance models' appearances. And, at Duckie Brown, Biotherm Homme treatment products will be applied to male models.

Andrea Nagel, Julie Naughton, Molly Prior and Matthew W. Evans

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