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CVS, Maybelline promotion seeks Broadway wannabes

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NEW YORK — CVS/pharmacy and Maybelline New York have teamed up in a promotion through which consumers can audition to win a walk-on role in the popular Broadway musical "Chicago."

Dubbed "Be Sensational and Win," the contest runs March 15 to April 15. Consumers can enter by visiting the web site www.besensationalandwin.com to perform their favorite song from the long-running musical and then download their audition video for a chance to win, CVS Caremark Corp. said Friday.

Live auditions will be held March 22 at the Ambassador Theatre in Manhattan, where "Chicago" is playing. At the theater and the CVS/pharmacy at 150 East 42nd Street, Maybelline New York makeup artists will help contestants and consumers get Broadway-ready with mini-makeovers. The also can receive CVS/pharmacy coupons for discounts on Maybelline New York products.

The walk-on role will include lines and, depending on the winner’s ability, singing and dancing. The winner also receives a trip for two to New York City, a professional makeup artist kit from Maybelline New York, a CVS/pharmacy gift card valued at $100 and more.

Judges of the contest include the current star of "Chicago," Michelle Williams, along with the "Chicago" casting team and a Maybelline New York executive. The judges will have their say on every performance and will narrow down the entries to the top six finalists. The public, though, will determine who will make the cut for the role in the musical.

Public online voting takes place from April 19 to May 7. Voters also get a chance at prizes, including an all-expense paid trip to New York City, CVS/pharmacy coupons, tickets to the musical, plus a meet-and-greet with the cast and a special backstage tour.

"CVS/pharmacy is thrilled to be the retail partner for the Maybelline ‘Be Sensational and Win’ program," commented Cheryl Mahoney, vice president of beauty for CVS/pharmacy. "We applaud Maybelline for giving beauty consumers a fresh and fun way to experience the Maybelline New York brand."

During April, Maybelline New York will support the "Be Sensational and Win" program through prominent in-store displays in more than 7,000 CVS/pharmacy locations, featuring Lash Stiletto mascara and its new Color Sensational lip color.

"This is a very exciting partnership for Maybelline New York," stated Steve Lutz, senior vice president of sales for Maybelline New York-Garnier. " ‘Be Sensational and Win’ is the type of program that will excite the consumer within the in-store environment as well as drive her to engage with the brands through other impactful points of contact. We’re excited CVS/pharmacy is our retail partner for this program."


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