I have to say, seeing fresh tubes of lipstick on display in row after shiny row is always a lure - whether it was MAC Cosmetics lipstick in the past, or now Maybelline New York, the newer beauty sponsor of Mercedez-Benz Fashion Week in New York.
This year the sponsor is hosting an event on Fashion's Night Out and a Maybelline New York & CVS Pharmacy Beauty and Fashion Retreat pop up shop during New York Fashion Week, and a nationwide contest at CVS pharmacies throughout September.
The hair sponsor, Tresemme is partnering with Whitney Port and building a salon at the new Lincoln Center location for the New York shows. Content for the brand's Facebook page and fall advertising campaigns will be culled from the events in New York, too.
Basically, the brands are trying to enact initiatives that will get consumers into retail locations after viewing fashion week content or participating in an event.
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