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Maybelline unveils Fashion Week sponsorships
February 6th, 2012
NEW YORK – Maybelline New York has announced its lineup of sponsorships and initiatives for Mercedes-Benz Fashion Week in New York.
The beauty care giant, mow in its sixth season as the official cosmetics sponsor of Mercedes-Benz Fashion Week, said Monday that this season includes collaborations with an increasingly diverse roster of fashion and beauty talent, a new installation of its iconic advertising campaign and another robust digital presence.
Maybelline New York will be lending its talent to a bevy of shows featuring a mix of venerable fashion leaders plus up-and-coming talent, including BCBGMAXAZRIA, Pamela Love, Billy Reid, Wes Gordon, Rachel Zoe, L.A.M.B., DKNY, Custo Barcelona, Carlos Miele, Bibhu Mohapatra, Betsey Johnson and J. Mendel.
The company said Maybelline New York global makeup artist Charlotte Willer and its makeup artist for Spain, Gato, will continue to lead its backstage teams for several shows this season. Maybelline New York is also broadening its team of backstage talent for this season with the addition of renowned independent makeup artist Charlotte Tilbury, who works with the industry’s leading designers, models, photographers and magazines and will head the J. Mendel and Rachel Zoe shows for Mercedes-Benz Fashion Week in New York Fall 2012.
Maybelline New York noted that its advertising campaign, with its highly stylized, fashion-forward imagery, will bring to life the magic of Mercedes-Benz Fashion Week. The iconic, visually striking ads will have a presence all around New York City during the shows and illustrate the global, cutting-edge perspective that its backstage presence lends to the brand.
Also, Maybelline New York is teaming up with YouTube and IMG to deliver the excitement of Mercedes Benz Fashion Week in New York via streaming video. Starting Feb. 9 and through Feb. 15, 30 designer shows will be streamed live to YouTube.com/LiveRunway. Content runs the gamut from show schedules, backstage beauty looks, insider interviews and how-to videos to mobile live streaming of the hottest shows.
Maybelline New York fans can also get behind-the-scenes content at @Maybelline on Twitter and at Maybelline New York's Facebook page and go to the Tumblr blog for live updates and commentary from the week's shows and events.