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Mary Kay Engaging Consumers, Reps Via Project Runway Partnership

Posted: July 25, 2014

Big talent. High fashion. As the official beauty sponsor of season 13 of Lifetime’s hit series Project Runway, celebrity makeup artists will exclusively use Mary Kay products on the show as aspiring designers compete for fashion’s top spot.

As the official beauty sponsor, Mary Kay is taking center stage in front of a weekly, national audience as a new group of up-and-coming designers finish their runway looks in the Mary Kay Color Design Studio in every episode. Fans of the show can get a behind-the-scenes look and learn how to achieve runway-inspired looks at home.

“The sheer star power of Project Runway allows us to showcase our irresistible beauty products to a national audience through integrated marketing and never-before-seen Mary Kay commercials,” said Sara Friedman, vice president of U.S. marketing for Mary Kay Inc. “This is the perfect platform to engage Mary Kay’s independent sales force and generate excitement around the show as they help their customers create runway ready looks at home. Our own global makeup artist Luis Casco appears on the show and in vignettes to encourage Mary Kay brand lovers to use runway trends in their own way.”

Airing from July through October 2014, the thirteenth season of Project Runway will track budding designers as they go head-to-head during weekly challenges on the show in order to leave a lasting impression on Heidi Klum and Tim Gunn, in addition to well-known guest judges. While this is Mary Kay’s first sponsorship of the flagship series, the company also served as the official beauty sponsor of Project Runway All Stars season 3 in 2013 and will continue the partnership for Project Runway All Stars season 4 airing later in 2014.

“Lifetime is thrilled to partner again with Mary Kay, a legendary beauty brand, as Project Runway returns for a new season” said Amy Baker, executive vice president, national ad sales for Lifetime. “Together we are engaging consumers on social and digital channels with original content that reaches both current and new Mary Kay customers and viewers. Lifetime continues to engage and entertain our passionate fans through this multi-platform partnership that includes season-long integration, custom content, a robust digital sponsorship including an interactive Fan Favorite contest, a consumer sweepstakes and multiple other touch points throughout the season. We are extremely proud of this partnership and are excited to kick off another season of fashion’s biggest and boldest series.”

The prize package for the winning designer of Project Runway includes an entire year’s worth of Mary Kay products and professional makeup artist services for their debut fashion show. The victorious designer will be revealed during the season finale on October 24, 2014.