The Berlin Fashion Week is a steady institution, that takes place in Berlin in January and July on a yearly basis. Since the beginning Maybelline New York is a permanent sponsor of the Berlin Fashion Week. To kick off the anniversary year, Maybelline took the chance to walk the first Make-Up Runway ever. We staged a spectacular show with even more spectacular make-up looks on the runway, bringing to life the brand’s core. With powerful women on the catwalk, expressing the brand’s edginess, we created a tangible experience, bringing the brand closer to the consumer.
The show was spectacular and gave potential to prolong the spirit. The show was delivered to the consumer via social media, creating engagement with the consumers. The make-up looks that were shown on the runway were translated into wearable looks, based on the latest make-up trends 2015. Just by a click in the video the users can see them and also purchase the products. So, the make-up runway has not only strengthen the brand as number one beauty expert but also has helped to increase sales.
Credits from McCann Worldgroup:
Creative Directors: Yiannis Lapatas, Cass Zawadowski, Rainer Klehn
Art Directors: Katharine Wersdoerfer, Irene Scherer, Christiane Schlinge,
Copywriters: Teresa Berude, Desiree Apfel
Account Director McCann: Anna Saric
Head Account Director MRM//McCann: Marco Rueter
Senior Account Manager: Heike Niesolowski
Client: MAYBELLINE NY - BERLIN FASHION WEEK