NEW YORK — Maybelline New York is hosting an open-to-the-public event this month, inviting New Yorkers to receive free products, makeovers and makeup advice. The three-day open house kicks off the evening of Oct. 26 with an invitation-only party featuring actress and Maybelline New York spokeswoman Kristin Davis, at the company’s specially created Beauty Studio at 461 Fifth Avenue.

The event looks to get the brand’s newer products, such as Moisture Extreme Lipcolor, Dream Mousse Blush, Great Lash Clear Mascara and Intense XXL Volume + Length Mascara, into consumers’ hands, as well as to give them a venue in which to sample and learn about makeup.

The celebrity factor could raise the event’s profile a notch: In addition to Davis, Maybelline New York’s global consulting makeup artist, Troy Surratt, as well as editors from People, Vogue, Marie Claire, Redbook, In Style, Allure, Real Simple, Latina and Glamour, are scheduled to attend over the duration of the event. Beauty Studio hours are 11 a.m.-7 p.m. Oct. 27-28 and 10 a.m.-6 p.m. Oct. 29.

“The Maybelline New York Beauty Studio allows our consumers to fully interact with the brand and experience our energy, spirit and beauty expertise,” said Cheryl Vitali, senior vice president of marketing at Maybelline New York/Garnier. “Not only will we educate our consumers, but we’re confident it will drive traffic and sales with our retail partners.”

Guerrilla marketing efforts to drive consumers to the Beauty Studio are planned, such as sending out sampling teams in high-traffic areas of Manhattan offering product samples, CDs and coupons.

This story first appeared in the October 14, 2005 issue of WWD. Subscribe Today.

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