Fashion years are like dog years, each one spans much longer than it seems. Maybelline New York has partnered with New York Fashion Week since 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. During the Spring 2020 shows, Maybelline will launch two new products: Brow Fast Sculpt brow gel and Cheek Heat Gel Cream Blush.
Maybelline Global Makeup Artist Erin Parsons (also known as the makeup artist to Gigi Hadid, herself a Maybelline spokesperson) will have the new products in her kits backstage at Kate Spade, Christian Siriano, Deon Lee, Alice + Olivia, and Staud. Runway beauty looks aren’t often finalized until just before showtime, so we’ll have to wait and see which shows end up using the products and how they do so. But what’s clear is that Maybelline has a close relationship with NYFW.
“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 Allure. “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.” Along with providing actual makeup, the partnership has entailed Maybelline-branded murals, T-shirts, master classes, and even a baby shower for designer Carly Cushnie.
“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.
Back in 2017, Maybelline used the Public School runway to drop Total Temptation Mascara. Much like Glossier using celebrities on the Oscars red carpet as a launchpad or Rihanna wearing new Fenty to the Grammys, the backstage launch is good for a little extra beauty buzz.
This year, Maybelline is using NYFW as the jumping-off point for Brow Fast Sculpt ($8) and Cheek Heat Gel Cream Blush ($10). Aiming to be the drugstore version of Glossier Boy Brow, Brow Fast Sculpt is a spoolie designed to fill in brows and keep hairs in place. It’s launching with a full roster of eight shades: one clear and seven pigmented versions from in light blonde, blonde, soft brown, medium brown, warm brown, deep brown, and black brown.