In 2009, Maybelline signed a multi-year deal to become the official make-up sponsor of Mercedes-Benz Fashion Week. This was a critical moment in Maybelline’s history as they looked to shed their drugstore brand image—and strut their stuff for the fashion elite.
Maybelline turned to MKG to develop a multi-dimensional, long-term approach that would ensure a full-frontal and behind-the-scenes assault on fashion week. The groundwork for our strategy was laid during the last two seasons at Bryant Park, building up towards a cornerstone activation in the new tents at Lincoln Center. Leveraging celebrity partners like super-model Erin Wasson and lead make-up artist, Charlotte Willer; we courted editors by creating a work oasis in the middle of fashion week while getting serious face time with fashionistas through high-volume sampling. We further made Maybelline the center of attention through runway show ticket give-aways, and a private VIP backstage lounge, while Maybelline’s digital and social networking strategy ensured the campaign reached well beyond the fashion elite of New York City.
To date the strategy has led to a significant bump in sales of Maybelline’s Fashion Week collections, while reshaping Maybelline’s brand image among industry insiders and the general public – successes we look to build upon as we continue to shape Maybelline’s Fashion Week strategy through 2011 and beyond.