As the official cosmetics sponsor of Mercedes-Benz Fashion Week, this year Maybelline engaged consumers at an offsite pop-up experience located in the Late Show with David Letterman building that focused on bringing backstage fashion secrets and beauty trends to the masses. A new Fashion Week strategy this year for Maybelline, the pop-up allowed the company to promote more engagement with consumers. “Through this effort,” says Ali Goldstein, vp-marketing at Maybelline New York, “we could make the looks created during Mercedes-Benz Fashion Week even more accessible and attainable by offering free ‘Runway Ready’ makeovers, distributing coupons for our products at CVS/pharmacy, allowing guests to enter our Be a Sensational Makeup Artist contest and hear top fashion and beauty experts speak about what to wear now, and more.”
Upon entering the pop-up via a red carpet, guests were escorted to a small seating area where at scheduled times fashion-savvy presenters such as tween blogger sensations Elle and Blaire Fowler and beauty experts from Vogue, New York Magazine and Marie Claire shared do-it-yourself makeup and beauty tips. Current issues of popular fashion magazines on hand as well as looped video of the week’s runway shows provided additional entertainment while consumers awaited a turn with a Maybelline makeup artist. In addition, guests learned of an online contest in which participants showcase their own makeup techniques. Out of the top five entries chosen by Maybelline, peers voted online for their favorite; the winner received an all-expenses-paid trip to next year’s Fashion Week with Maybelline’s New York global makeup artist, Charlotte Willer. The remaining four received prizes as well.
The makeover experience itself consisted of a five- to eight-minute combined consultation and educational session on one of two hot makeup trends—eyes and lips—followed by a post-makeover runway shot taken with the backdrop of an image of a catwalk. “We’re bringing something from backstage, but at the same time, it’s wearable,” says makeup artist Gabriel Almodovar. “It’s a hybrid between the two.”
Laptops were standing by for consumers to immediately post pics to Twitter and Facebook; guests were also encouraged to become Twitter followers of Maybelline. The idea behind engagement through social media, says Goldstein, was to “spread the word that our Beauty & Fashion Retreat was taking place and that interested attendees could get of-the-minute fashion and beauty tips courtesy of Maybelline New York and CVS/pharmacy” (Agency: Design/Decor: Rob Stuart Interiors, New York City).