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2009 July 17

Fashion Week's Makeup Swap

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(NEW YORK) Worldwide cosmetics brand Maybelline New York may already have its roots in Gotham, but the brand is about to become even more closely tied with the fashion capital. The brand will serve as the official cosmetic sponsor for IMG Fashion’s Mercedes-Benz Fashion Week, starting September in New York City’s Bryant Park--although the two-year agreement will extend through Fashion Week’s move to Lincoln Center in September 2010. Maybelline will replace M.A.C Cosmetics, which has served as Fashion Week’s principal cosmetics sponsor for several seasons, and now is rumored to be eyeing a potential sponsorship of Milk Studios’ Fashion Week presentations.

“We couldn’t be more excited to welcome a global brand of the caliber of Maybelline New York to our lineup of sponsors,” said Peter Levy, senior vice president and managing director of IMG Fashion Worldwide. “With the obvious brand association and the endemic nature of the businesses, we couldn’t have hoped for a better fit.” Charlotte Willer, Maybelline’s global makeup artist,will be taking the reins backstage, as the company puts the final touches on shows including Charlotte Ronson and Tracy Reese.

“Solidifying a partnership with Mercedes-Benz Fashion Week in New York is truly exciting for us, and even more so as we have already been sponsoring similar events in Amsterdam, Berlin and Moscow,” said Cyril Chapuy, global general manager of Maybelline New York. “As the number one makeup brand worldwide, we are thrilled to have the opportunity to partner with the world’s most respected fashion platform, which happens to be in our home town.”




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