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Maybelline Replaces MAC as a Partner in India Fashion Week

Fashion Design Council of India changes makeup partners for fashion week in New Delhi.

NEW DELHI — After almost a decade-long association with MAC Cosmetics, the Fashion Design Council of India, the top fashion association and organizer of the fashion week in New Delhi, has made a change of official partners.

Maybelline New York stepped in at the Amazon India Fashion Week Spring 2016, which was held at the NSIC grounds in Okhla last week, with a large makeup area stall near the entrance.

Maybelline’s debut was flush with energy. Makeovers were in constant demand; makeup artists created looks for the audience as well as backstage.

Pooja Sahgal, general manager, Maybelline New York India, said that the first experience with a fashion week in India had “set the tone for Maybelline New York to create waves in the collaborative beauty and fashion space of the country.

“Elton J. Fernandez, our official makeup artist, has brought alive our range of products at this national platform and has highlighted our expertise in the industry. We hope to see significant product adoption by the Maybelline women in India as we have strived to create products suited to their needs,” she said.

The beauty brand presented the Saturday night highlight show by designers Rohit Gandhi and Rahul Khanna. “The collection was for the young and energetic women who know their own minds. It was especially designed for Maybelline keeping New York in mind, and for the busy woman,” said Khanna, referring to discreet tone-on-tone embellishments and designs with lightweight fabrics and organza silks.

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Anew brand ambassador, Athiya Shetty, was named shortly before fashion week began. This is the first brand endorsement for the 23-year old actress who joins Bollywood star Alia Bhatt as another ambassador. Shetty was also the sultry showstopper for the Saturday night program presented by Maybelline.

“We created a storyline of ‘A Day in the Life of a Maybelline girl’ with fresh, dewy faces highlighting honest elegantly defined eyes,” said  Fernandez.

The main feature of the makeup was bold lips in a matte yet velvety texture. Tones of coral dominated the runway while Athiya closed the show with a stunningly young and vibrant red.”

Models and designers said that after almost a decade of creativity by MAC, they had braced for change. Noting the decade-long association, Sonic Sarwate, global senior artist, MAC Cosmetics India, spoke about the strong link between MAC and fashion globally as well as that in India. 
“At MAC Cosmetics, we do over 800 shows across the globe. I travel around the world from New York, London, Milan and Paris picking up global trends, working backstage with some world-renowned designers. India Fashion Week has been always been a great platform to bring back the international beauty [looks] as well as creating trends right here, in our market. This brings us on the same page as rest of the world!”

He added that the brand had “a great relationship with FDCI and the designers that show during fashion week. Unfortunately, FDCI have made the decision to partner with another makeup brand for their official program. We will continue our great relationship with the designers and follow the progressions of FDCI. Who knows what the future will bring?”

Both the fashion and beauty markets have been growing fast in India, with makeup growing in strong double digits.

Maybelline has been courting the Indian market with the emphasis on Innovation that L’Oreal India Private Ltd — the Indian subsidiary of the French beauty brand — has been stressing with their words for innovation specific to India. Colossal Kajal, which was launched in 2011, has been a big winner for the brand, as it catered to a niche need for Indian women, who use kajal for their eyes rather than eyeliner.