Beauty is always in fashion at Mary Kay, and as the official beauty sponsor of the third season of Lifetime’s Project Runway All Stars series, the company will have a national audience as up-and-coming designers perfect their looks on models in the Mary Kay Color Design Studio in every episode. Known for big, bold fashion, celebrity makeup artists will exclusively use Mary Kay products on the show airing October through January.
“Project Runway All Stars is the perfect platform to showcase our legendary beauty products and introduce our newest line of born-to-be-fun color cosmetics, Mary Kay At Play, which focuses on Gen Y and the next generation of Mary Kay brand lovers,” said Sara Friedman, vice president of U.S. marketing for Mary Kay Inc. “We know our independent sales force members will also love tuning in each week to watch the show as celebrity makeup artists apply Mary Kay products that their customers at home can replicate for a runway-inspired look.”
Throughout the season, budding designers’ skills are put to the test. Fans of the show can also look forward to seeing two Mary Kay vignettes where celebrity makeup artists demonstrate how to get Project Runway All Star-inspired looks.
“Lifetime is thrilled to partner with Mary Kay, a top beauty brand in more than 35 markets around the world, as we kick off our third season of Project Runway All Stars,” said Amy Baker, executive vice president, national ad sales for Lifetime. “This campaign has extended across multiple platforms, including in-show integration, custom content, a robust digital sponsorship and multiple other touch points for their consumers and our viewers. We’re incredibly proud of this partnership.”
Actress Alyssa Milano will host as the best of the best compete for the largest prize package in Runway history worth over three-quarters of a million dollars, including an entire year’s worth of Mary Kay products for the winner’s fashion shows, as well as professional makeup artist services for their debut show.