NYFW makeup artists and models will be the first to try these upcoming launches.
has partnered withsince 2009 — an impressive 10 years on paper, and basically 100 years in industry terms. In that time, the brand has often used the occasion of NYFW to introduce new products. First come the runway makeup artists, then the models, then the fashion crowd, and a few weeks or months later, the products are available in a drugstore near you. This season is no exception.
"Activating at NYFW strengthens the tie between the brand and fashion, as fashion is a core pillar of our DNA," Amy Whang, Maybelline US senior vice president of marketing, tells"For Maybelline, offering consumers trend-driven products and education that can easily be transitioned from the catwalk to the sidewalk is key and NYFW is the ideal place to do this.
"We are constantly creating products that stand up to the ultimate NYFW test," says Whang. "Products are created to be high-performing and trend-driven, embodying the NYC spirit and energy that is NYFW." That said, the brand has previewed launches every NYFW for the past five years.
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