Mary Kay Inspires Runway Looks at Home; Continues as Project Runway's Beauty Sponser
Big talent. High fashion. As the official beauty sponsor of season 13 of Lifetime's Emmy-nominated hit series, Project Runway, celebrity make-up artists will exclusively use Mary Kay products on the show as aspiring designers compete for fashion's top spot.
In an all new season that premiered Thursday, July 24 at 9:00 p.m. ET/PT on Lifetime, the iconic beauty company will take center stage in front of a weekly, national audience as a new group of up-and-coming designers finish their runway looks in the Mary Kay Color Design Studio in every episode. Fans of the hit show will get a behind-the-scenes look and learn how to achieve runway inspired looks at home.
"The sheer star power of Project Runway allows us to showcase our irresistible beauty products to a national audience through integrated marketing and never-before-seen Mary Kay commercials," said Sara Friedman, Vice President of U.S. Marketing for Mary Kay Inc. "This is the perfect platform to engage Mary Kay's independent sales force and generate excitement around the show as they help their customers create runway ready looks at home. Our own global makeup artist, Luis Casco, appears on the show and in vignettes to encourage Mary Kay brand lovers to use runway trends in their own way."
Airing from July through October, budding designers will go head-to-head during weekly challenges on the show in order to leave a lasting impression on Emmy winners Heidi Klum and Tim Gunn, in addition to well-known guest judges. While this is Mary Kay's first sponsorship of the flagship series, Project Runway, the company also served as the official beauty sponsor of Project Runway All Stars Season 3 in 2013 and will continue the partnership for Project Runway All Stars Season 4 airing later this year.
"Lifetime is thrilled to partner again with Mary Kay, a legendary beauty brand, as Project Runway returns for a new season," said Amy Baker, Executive Vice President, National Ad Sales for Lifetime. "Together we are engaging consumers on social and digital channels with original content that reaches both current and new Mary Kay customers and viewers. Lifetime continues to engage and entertain our passionate fans through this multi-platform partnership that includes season-long integration, custom content, a robust digital sponsorship including an interactive Fan Favorite contest, a consumer sweepstakes and multiple other touch points throughout the season. We are extremely proud of this partnership and are excited to kick off another season of fashion's biggest and boldest series."
The prize package for the winning designer of Project Runway includes an entire year's worth of Mary Kay products and professional makeup artist services for their debut fashion show. The victorious designer will be revealed during the season finale on October 24.
About Mary Kay
Irresistible products. Positive community impact. Rewarding opportunity. For 50 years, Mary Kay has offered it all. With 3 million Mary Kay Independent Beauty Consultants and $3.5 billion in global annual wholesale sales, Mary Kay is a top beauty brand and direct seller in more than 35 markets around the world. Discover what you love by connecting with a Mary Kay Independent Beauty Consultant in your area at marykay.com.
SOURCE: BUSINESS WIRE ©2014 Business Wire