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NEW YORK — Several fashion designers opened the tents at fashion week, once the sole province of prestige beauty companies, to mass-market cosmetics brands this week. Two of the largest mass brands, namely Maybelline New York and Revlon, participated in the weeklong event for the first time, planting their lead makeup artists backstage at a handful of shows. Maybelline, which signed Troy Surratt — former protégé of the late Kevyn Aucoin — as its consulting makeup artist last fall, sponsored the Zang Toi show Saturday and Alice Roi on Wednesday. For Zang Toi, Surratt called up Hollywood glamour with red lips, dramatic eyes and a polished face. The face for Alice’s Roi’s fall collection was described as a “fresh, no makeup look.” For the task, Surratt filled his beauty bag with Maybelline products such as Instant Age Rewind — a new foundation touted by Maybelline’s new spokesmodel Kristin Davis, Expert Wear Blush and Unstoppable Mascara. Maybelline is one of several of its mass-market peers that has recently aligned itself with high fashion. On Saturday, makeup artist Frances Hathaway used Revlon’s holiday collection “Wrap Yourself in Rubies” — a palette of purples and metallics — to create the face for the budding fashion label Christopher Deane. Revlon spokesmodel Eva Mendes — in town on a promotional tour for the film “Hitch” — attended the show, which took place at the company headquarters.

This story first appeared in the February 11, 2005 issue of WWD. Subscribe Today.