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Interactive Runway Showcases Maybelline Products

Posted: May 7, 2013

Interactive TV solutions provider BrightLine is working with Maybelline New York to launch a flagship collaborative experience amplifying NBC’s Fashion Star and showcasing Maybelline New York products and makeup artist tutorials straight from the Fashion Star runway. The interactive experience allows viewers to go behind-the-scenes with celebrity makeup artist Julianne Kaye for runway secrets and how-to beauty videos from this season’s winning makeup looks.

Features include:

  • Hit the Runway: Viewers spotlight Maybelline New York’s featured products to reveal beauty details and are encouraged to click to “love” their favorites.
  • Makeup Grab Bag: In this arcade-style game, viewers are challenged to collect only the products used in the featured look of the week in their makeup case before time runs out.
  • Get Glamorous: Viewers input a level of difficulty, mood and occasion and are paired with a custom look and the steps to make it come to life with Maybelline New York products. Viewers are also invited to text in to receive the featured product list via mobile phone, making shopping a seamless extension of the interactive experience.
  • Enter the Sweeps: Viewers cast a bid for their favorite Fashion Star beauty look, and are entered for a chance to win a fully stocked Maybelline New York makeup kit.

“Reaching our core consumers through innovative and engaging media is vital in continuing the authenticity of the Maybelline brand. Together with BrightLine, we have carried this engagement into the interactive television space, inspiring fans to enter into a two-way dialogue with our brand,” said Karen Mlynarczyk, VP, media and integrated marketing, Maybelline New York.

The Maybelline interactive destination is live through May 13, 2013 on Dish Network channel 94 and DirecTV channel 111, coinciding with the conclusion of Fashion Star’s second season. New content will be added regularly to offer audiences the latest from the runway. BrightLine is committed to assisting Maybelline New York in creating the premiere destination for fashion forward beauty. “BrightLine is thrilled to assist Maybelline New York reach a broader engaged TV audience with tested and proven interactive television advertising solutions,” said Robert Aksman, Founder, CXO, BrightLine.