Maybelline NY takes runway looks from the catwalk to Sydney’s sidewalks via Maverick
Engagement agency Maverick, part of STW Group, is working with Maybelline New York for the second year to leverage their sponsorship as the official makeup partner of Mercedes-Benz Fashion Festival Sydney, held from 21 – 24 August.
Creating the ultimate beauty and fashion destination, attendees at Mercedes-Benz Fashion Festival Sydney will have the opportunity to visit Maybelline New York’s live interactive hub at Town Hall to receive complimentary professional makeup touch ups, exclusive news, backstage videos, product trial and live show feeds.
Maverick designed the unique digital installation to echo Maybelline New York’s trend-setting and colour domination brand persona. The set encourages people to stop in and see what they’ve missed on the catwalk, interact with professional make-up artists to get free beauty advice, a makeup touch up and receive a Maybelline New York product to try.
Says Todd Marks, Maverick marketing & communications director: “Off the back of the Mercedes-Benz Fashion Week Australia launch earlier this year, we are thrilled to be working with Maybelline New York to leverage both sponsorship properties. This particular campaign has allowed us to combine expertise from our PR, experiential, sponsorship and digital departments to create a truly integrated and fresh looking campaign.
Says Georgia Reid, group communications manager, L’Oreal Australia: “Maverick has crafted an innovative and vibrant campaign that aligns perfectly with our ‘Catwalk to Sidewalk’ philosophy. The set is a visual representation of the most loved and iconic elements of New York, bringing to life our brand history and vision. This, paired with the latest makeup colours, trends and runway looks broadcast in real time as part of the activation is a great way to engage consumers at the event. It means they get the entire festival experience in one place.”
Maverick has worked with Maybelline New York on their alignment with Mercedes-Benz Fashion Week Australia and Mercedes-Benz Fashion Festival Sydney for the past two years.