BEAUTY CARE

Maybelline brings color from runway to consumers with new beauty Studios

BY DSN STAFF

NEW YORK —Maybelline New York’s ColorStudio is bringing inspirational looks from the fashion runway to women nationwide through its traveling beauty destination.

“As the beauty sponsor of Mercedes-Benz Fashion Week New York, we help create the looks that can define a season,” stated Serena Giovi, VP marketing for Maybelline New York. “Beauty and fashion go hand-in-hand and can be accessible to everyone. ColorStudio allows us to bring our backstage expertise and color authority to our customers and let them recreate these looks with our lineup of colorful and innovative products.”

The beauty tour kicked off Feb. 10 and will run through June 24, stopping at major events and Walgreens locations throughout the country. For more event information, visit Maybelline.com/ColorStudio.

Maybelline New York’s ColorStudio immerses beauty mavens in an engaging and educational experience that allows them to interact with Maybelline New York’s products, such as Color Sensational and the new Eye Studio Collection of eye shadows, eyeliners and mascaras. In addition, consumers receive backstage tips and tricks from top makeup artists.

Through one-on-one consultations with the color experts, consumers learn how to use Maybelline New York products and colors to accessorize their everyday looks. Every consumer walks away with a Backstage Beauty look book, featuring a personalized color consultation face map, as well as makeup tips, runway trends and coupons for discounts on Maybelline New York products.

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Mac opens Times Square flagship

BY DSN STAFF

NEW YORK Mac Cosmetics has opened the doors of its flagship in Manhattan’s Times Square.

The 1,700-sq.-ft. store is located on Broadway between 46th and 47th Streets and shares the block with two high-profile projects still in development: Forever 21 and Disney Store.

With its glossy black finishes and streamlined edges, the new Mac store has a dramatic, high-tech look, with glossy black finishes, makeup counters surrounded by LED screens and touch-screen computers to assist shoppers.

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Alexa Ray Joel to be Prell’s new spokeswoman

BY Antoinette Alexander

KING OF PRUSSIA, Pa. Ultimark Products, which specializes in the acquisition, development and marketing of consumer products, is reviving the Prell shampoo brand with the help of singer/songwriter Alexa Ray Joel.

Joel, daughter of musician Billy Joel and supermodel Christie Brinkley, will be the new face of Prell. In the mid-1980s, Brinkley was advertised as the “Prell Girl.”

The deal marks Joel’s first advertising campaign, which includes the original song “Hideaway,” which she wrote and performed for the commercial.

Ultimark has partnered with The Emerson Group to distribute Prell throughout the United States.

“With Prell Shampoo, Ultimark Products has the opportunity to showcase our expertise in both sales and marketing as we look to refresh this iconic shampoo,” stated Chris Dominello, CEO of Ultimark Products. “Since we announced our plans to use Alexa Ray Joel in our sales and marketing campaign we have already seen growth in the brand.”

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