Maybelline New York brings fashion and beauty to all Canadians

Mar 07, 2012, 17:10 ET from MAYBELLINE NEW YORK

World MasterCard Fashion Week marked by digital firsts as @MaybellineCAN provides Canadians with an 'all-access pass' to the catwalk through brand-defining digital initiatives

TORONTO, March 7, 2012 /PRNewswire/ - #MNYHeartsCanadianFashion! As Maybelline New York prepares for its debut season as World MasterCard Fashion Week's Official Makeup Sponsor, the brand announces big digital plans to provide Canadians with an 'all-access pass' to the action. It's a season of firsts for Maybelline New York in Canada, as the brand weaves together cutting edge digital initiatives with the thrill of showcasing bold and edgy beauty backstage from lead makeup artist Grace Lee.

Beauty and fashion lovers alike will be able to access unprecedented fashion week content from Toronto via Maybelline New York Canada's digital channels.

Digital & Social Media Initiatives

In the pursuit of bringing Fashion Week to women everywhere, Maybelline New York Canada 'channels' its brand-defining link to fashion through a partnership with YouTube and IMG. For the first time in Canada, Maybelline will showcase the exhilaration and energy of the runway by presenting live streaming of 20 fashion shows (including designers such as Pink Tartan, David Dixon and Matis by Lucian Matis) on YouTube's Fashion Week Live channel at Beginning March 7th 2012, the fully loaded channel will keep beauty and fashion insiders completely up-to-speed with show schedules and backstage beauty trends.

Want instant updates, pics and more? Follow @MaybellineCAN on Twitter and join the conversation throughout Fashion Week. Maybelline insiders will deliver live updates from backstage to the front row. The MNY team will keep a pulse on the fashionistas gracing the tents in Toronto with #MNYEyeSpy.

Taking digital integration even further, Maybelline New York's Canadian edition of Tumblr will act as the visual extension of the brands Twitter account tapping into the micro blogging community. Fashion and beauty lovers everywhere will be able to catch a glimpse of the eye candy of Fashion Week at Also on Tumblr, helping to decode the top beauty looks each day will be Maybelline's Daily Trend Report. Scroll through backstage snapshots, product sneak peaks, look inspiration and 'how to' instructions. Beyond the fashion week tents, Maybelline New York's Q&A series 'In a MNY Minute' is where notable faces will share where to eat, drink and shop in Toronto during #WMCFW!

Through Maybelline's Canadian Facebook page - the brand is launching a dedicated World MasterCard Fashion Week tab, where fans can find the latest video uploads including Q&A's with Grace Lee and a daily photo albums. Regular posts will keep fans on the inside of Fashion Week's action and excitement.

The brand's latest social media venture comes in the form of a Pinterest Page - The brand's official 'online scrapbook' will have pin boards populated with the latest images from the catwalk, backstage beauty inspiration, product highlights and more. Repinning welcome!

And finally, for the extra curious, a view of the backstage has never been clearer than this season! Maybelline New York and Redken (Official Hair Sponsor of World MasterCard Fashion Week) have erected a set of floor to ceiling windows that will allow the public to have a peek into its backstage environment unlike ever before - it's the 'Beauty Fishbowl'! Located at the west side of the fashion week tents at David Pecaut Square (Metro Hall side) the brand invites the beauty crazed to visit for a VIP view!

"In a few quick clicks, the public will have access to more content than ever before," says Alex Allard, Digital Marketing Manager Maybelline New York in Canada. "Consumers looking for a backstage beauty fix have the opportunity to interact with Maybelline New York at World MasterCard Fashion Week on multiple platforms. From our live stream of the shows to runway beauty looks to how-to videos, we're very proud to bring the makeup trends from the catwalk to the sidewalk in record time! We wanted our debut at a Canadian-based Fashion Week to be accessible to all with these exciting digital initiatives."

Partnering with Maybelline New York backstage is Redken 5th Avenue. To get connected with Redken 5th Avenue NYC, official hair sponsors of World MasterCard Fashion Week follow @Redken_CAN on Twitter or fan the brand on Facebook:

About Maybelline New York:

Maybelline New York is available in over 129 countries worldwide. As the official makeup sponsor of World MasterCard Fashion Week, Maybelline combines technologically advanced formulations with on-trend expertise to create accessible cosmetics with a spirited style. For more information, log onto or find us on Twitter @MaybellineCAN / Facebook  / Tumblr - Maybe she's born with it, maybe it's Maybelline.

Maybelline New York is a brand of L'Oréal Canada, a wholly-owned subsidiary of L'Oréal Group, the largest cosmetics company in the world. Headquartered in Montreal, L'Oréal Canada had sales of over $900 million in 2011 and employs more than 1,200 people. The company's prestigious portfolio of over 25 brands encompasses all aspects of beauty.


Image with caption: "Maybelline New York's logo for World MasterCard Fashion Week. (CNW Group/Maybelline New York) (CNW Group/MAYBELLINE NEW YORK)". Image available at:

Image with caption: "Streaming live: (CNW Group/Maybelline New York) (CNW Group/MAYBELLINE NEW YORK)". Image available at: