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Maybelline Unveils New Website

Fashion Week online hub with digital initiatives.

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By: TOM BRANNA

Editor

Maybelline New York rolled out a new website that allows users innovative ways to explore products, lessons, videos and educational content using engaging and multi-faceted search tools, according to the company.This is the first time Maybelline is using multi-faceted search in its “Explorer” tools, located throughout the site experience to help users discover all the brand has to offer and find which products and trends are best for them.

The new Maybelline.com will inspire and connect with the most discerning of beauty consumers by showcasing a unique, fashion forward brand point of view. The site’s NYC365 section will have an editorial feel, with new content updated daily.

“Maybelline’s new website is our first and most important step toward a new consumer-centric digital ecosystem,” said Sebastien Simpson, director of global digital media and internet for Maybelline New York. “Content, engagement and innovation will continue to fuel our digital footprint as our upcoming efforts will focus strongly on social and mobile.”

“Consumers desire and demand more than just product information,” said Kristen Yraola, assistant vice president of digital media and Internet for Maybelline New York-Garnier-Essie. “We want Maybelline.com to be their go-to online beauty resource.The site experience is more editorial, with new content updated daily that is based on fashion trends, not only from the runways, but from the street as well. We hope that inspires consumers to discover and experiment to find the makeup looks and products that are best for them.”

This February marks Maybelline New York’s fourth season as the official makeup sponsor of Mercedes-Benz Fashion Week in New York.Leading backstage makeup teams will be Charlotte Willer, Maybelline New York’s Global Makeup Artist.

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