Maybelline to become Official Cosmetic of NYC Fashion Week

Maybelline has signed a two year agreement to become the official cosmetic sponsor for IMG Fashion's Mercedez-Benz Fashion Week. The deal will start at this September's event at Bryant Park and run through the Fashion Week's anticipated move to Lincoln Center in September 2010.

Maybelline New York will support a selection of well-established as well as up-and-coming designers including Charlotte Ronson, Tracy Reese, Michael Angel and Erin Wasson x RVCA. The makeup teams will be led by Charlotte Willer, the brand's Global Makeup Artist.

"We couldn't be more excited to welcome a global brand of the caliber of Maybelline New York to our lineup of sponsors," said Peter Levy, Senior Vice President and Managing Director of IMG Fashion Worldwide. "With the obvious brand association and the endemic nature of the businesses, we couldn't have hoped for a better fit."

This is, of course, not the first foray into fashion sponsorship for the venerable cosmetics brand, best known for its longtime slogan "Maybe she's born with it. Maybe it's Maybelline."

"Solidifying a partnership with Mercedes-Benz Fashion Week in New York is truly exciting for us, and even more so as we have already been sponsoring similar events in Amsterdam, Berlin and Moscow," said Cyril Chapuy, Global General Manager of Maybelline New York. "As the #1* makeup brand worldwide, we are thrilled to have the opportunity to partner with the world's most respected fashion platform, which happens to be in our home town."