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Maybelline Launches New Website

Posted: February 4, 2011

Maybelline New York has unveiled a new website, Maybelline.com, that allows users new ways to explore products, lessons, videos and educational content using engaging and multifaceted search tools. This is the first time Maybelline is using multifaceted search in its Explorer tools, located throughout the site experience to help users discover all the brand has to offer and find which products and trends are best for them. The new Maybelline.com will inspire and connect with discerning beauty consumers by showcasing a unique, fashion-forward brand point of view. The site’s NYC365 section will have an editorial feel, with new content updated daily.

“Maybelline’s new website is our first and most important step toward a new consumer-centric digital ecosystem,” said Sebastien Simpson, director of global digital media and Internet for Maybelline New York. “Content, engagement and innovation will continue to fuel our digital footprint as our upcoming efforts will focus strongly on social and mobile.”

“Consumers desire and demand more than just product information,” said Kristen Yraola, assistant vice president of digital media and Internet for Maybelline New York-Garnier-Essie. “We want Maybelline.com to be their go-to online beauty resource. The site experience is more editorial, with new content updated daily that is based on fashion trends, not only from the runways, but from the street as well. We hope that inspires consumers to discover and experiment to find the makeup looks and products that are best for them.”

This February also marks Maybelline New York’s fourth season as the official makeup sponsor of Mercedes-Benz Fashion Week in New York. Together Maybelline New York and YouTube will offer a live fashion experience via YouTube’s exclusive "Live from the Runway" channel. The channel will live stream 30 shows from Lincoln Center during Fashion Week. Additionally, social media will be integrated into the live stream player, allowing users to comment and tweet about the live action directly on the channel.

“We’re giving consumers new ways to experience the Maybelline New York brand,” said Ali Goldstein, vice president of U.S. marketing for Maybelline New York. “The new Maybelline.com, with its editorial feel and trend-driven information, provides consumers with fresh, user-friendly content that is infused with New York and fashion—two things that are part of our DNA. Our latest Fashion Week and digital initiatives give our consumers unprecedented access to the most exciting parts of the Maybelline New York brand.”