BEAUTY CARE

Maybelline New York announces lineup for New York Fashion Week

BY Antoinette Alexander

NEW YORK — Now in its sixth season as the official cosmetics sponsor of Mercedes-Benz Fashion Week in New York, Maybelline New York has announced its lineup of sponsorships and initiatives. This season includes collaborations with an increasingly diverse roster of fashion and beauty talent, a new installation of its advertising campaign and a continued digital presence.

With its biggest backstage roster yet, Maybelline New York will be lending its talent to a bevy of shows which, once again, displays a mix of fashion leaders and up-and-coming talent, including BCBG Max Azria, Pamela Love, Billy Reid, Wes Gordon, Rachel Zoe, L.A.M.B., DKNY, Custo Barcelona, Carlos Miele, Bibhu Mohapatra, Betsey Johnson and J. Mendel.

Maybelline New York Global Makeup Artist Charlotte Willer and Maybelline New York Makeup Artist for Spain, Gato, will continue to lead Maybelline New York’s backstage teams for several shows this season. In addition, Maybelline New York also is broadening its team of backstage talent for this season with the addition of independent makeup artist Charlotte Tilbury, who will head the J. Mendel and Rachel Zoe shows for Mercedes-Benz Fashion Week in New York Fall 2012.

The magic of Mercedes-Benz Fashion Week in New York will continue to be brought to life in Maybelline New York’s advertising campaign. The ads will have a presence all around New York City during the shows.

Maybelline New York, in partnership with YouTube and IMG, will once again deliver the excitement of Mercedes Benz Fashion Week in New York to fashion lovers everywhere. Starting Feb. 9 through Feb. 15, 30 designer shows will be live streamed to YouTube.com/LiveRunway. Maybelline New York fans also can get their behind-the-scenes beauty fix by following @Maybelline on Twitter and visiting Maybelline New York’s Facebook page and Tumblr blog for live updates and commentary from the week’s shows and events.

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P&G to launch new Secret Outlast collection, partners with Bravo’s Jenni Pulos

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s new Secret Outlast antiperspirant and deodorant collection is partnering with Jenni Pulos of Bravo’s “Flipping Out” to help women confidently conquer their long days with the 48-hour odor protection of Secret Outlast.

“As the No. 1 female deodorant brand, it’s our job to stay on top of what’s important to women,” stated Kevin Hochman, marketing director for Secret Deodorant North America. “They are telling us that they are packing an unbelievable amount of activity into their day — work, family, errands, exercise — we’ve literally never seen women be so busy in our over 40 years in business. We knew we needed to create a deodorant that could keep up with them and so we did — one that lasts an unbelievable 48 hours, no matter how busy they are.”

Secret Outlast offers dual-action odor technology to provide a burst of freshness when you need it most and lasts for up to 48 hours. It is clinically tested to help stop odor before it starts, continually working to detect odor and wetness, ensuring coverage whether you are sitting still or on the move. The pH of Secret Outlast helps minimize odor-causing bacteria and provides long lasting 48-hour protection; plus, two times more odor-fighting ingredients versus the top-selling antiperspirant deodorant, P&G stated.

Pulos will be featured in Secret Outlast’s upcoming holistic marketing campaign, including print and television advertising, in which she’s portrayed tackling daily challenges and activities that she — and most women — face day in and day out.

The Secret Outlast collection will be available beginning Feb. 13 at food, drugs and mass retailers nationwide in invisible solid, clear gel and smooth solid for $4.24 to $5.49 (2.6-oz. and 2.7-oz. sizes).

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Burt’s Bees aims to pioneer the next generation of natural with new Güd line

BY Antoinette Alexander

NEW YORK — Burt’s Bees, a maker of natural personal care products, has developed a new collection, dubbed “Güd,” that is reimagined for the millennial generation.

After discovering that the current natural landscape alienates many potential consumers — too pricey, too “crunchy,” not sensorial — Burt’s Bees sought to create a fragrance-forward, fun and irreverent approach natural personal care. Enter Güd, a bright, happy, expertly fragranced personal care collection free of parabens, phthalates, petrochemicals and sodium lauryl sulfate, and never tested on animals.

The collection includes hair care, body care and hand care in three fragrance variants — Orange Petalooza, Floral Cherrynova and Vanilla Flame — as well as one Target exclusive, Pearanormal Activity. Distributed in the same channels as Burt’s Bees, the collection aims to offer a modern, playful take on natural.

The brand trades the standard “earthy” aesthetic associated with natural for a more contemporary, vibrant feel designed to speak to consumers who may be priced out of natural or haven’t found a point of entry into the category, the company stated. With 97% natural ingredients and accessible price points, the collection offers the benefits of truly natural ingredients with the sensory appeal and modern sensibility of a specialty collection.

The brand’s philosophy — that being happy makes women beautiful, not the other way around — is evident in the modern, joyful appeal of the collection, from the smile built into the brand name to the brand’s social media presence and use of QR codes.

The Güd collection became available on shelf at select national food, drug and mass retailers, including Target, CVS and Walgreens, and on Gudhappens.com in January 2012. The prices range from $4.99 to $11.99.

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