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Interactive Marketing Partnership Engages Consumers by Engaging Their Talents

Jeff Falk

Maybelline New York engaged consumers by asking them “Can you create the perfect smoky eye?” and “Can you recreate a runway look with cosmetics from your local drugstore?”—driving both interaction with the products and endorsing purchase at its retail partner CVS/pharmacy.

During September, consumers could enter the “Be a Sensational Makeup Artist” contest, aligned with Mercedes-Benz Fashion Week Sept. 9–16 in New York, by visiting and submitting a video of themselves creating a makeup look with Maybelline New York cosmetics. Consumers could also enter in person at the Maybelline New York & CVS/pharmacy Beauty and Fashion Retreat in New York City during Fashion Week.

There, consumers could upload videos at a designated “Be Sensational” computer kiosk—as well as receive complimentary makeup touch-ups, personalized consultation cards and coupons for Maybelline New York products at CVS/pharmacy.

Contest judges, which include Maybelline New York makeup artists and executives from Maybelline New York, will choose finalists that will then showcase their talents backstage during a fashion show in late 2010. The viewing public determines the grand prize winner, whose makeup look will be showcased in the February 2011 issue of a beauty/fashion magazine.

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