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Maybelline New Yorkis working with Brightline, the leading provider of interactive television solutions, to launch an "experience" for cosmetics fans and viewers of NBC's Fashion Star.
The reality television show will showcase MaybellineNew Yorkproducts 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.
The Maybelline interactive destination is live through May 13 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.“Reaching our core consumers through innovative and engaging media is vital in continuing the authenticity of the Maybelline brand," said Karen Mlynarczyk, vice president, Media and Integrated Marketing, MaybellineNew York.
Mlynarczyk continued, "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.” The interactive experience includes:
"Hit the Runway," where viewers spotlight MaybellineNew York’s featured products to reveal beauty details and are encouraged to click to “LOVE” their favorites;
"Makeup Grab Bag," an arcade style game that challenges viewers to fill a virtual makeup case with only the products used in the featured "look of the week" before time runs out;
"Get Glamorous," where viewers are asked to text to receive the week's featured product list, while inputting a level of difficulty, mood and occasion to be paired with a custom look and the steps to achieve it. Then, they can text to receive a shopping list, of the products used to create the look.
"Enter the Sweeps," where viewers can vote for their favorite Fashion Star beauty look, and are entered for a chance to win a fully stocked MaybellineNew Yorkmakeup kit.