After months of preparation, invited guests and onlookers attending Maybelline New York’s 100th Birthday Celebration at Blue Mall were treated to three fashion shows, three dance performances and acrobatics. Their raving supporters, including representatives from the regional Maybelline and Medicosmetics brands, deemed Marketing Coordinator for Medicosmetics St. Maarten Renata Richardson a success.
St. Maarten’s King Vers hosted the fashion show, sporting a wide array of beautiful young models. Jaime Iván, international Maybelline makeup artist, was in charge of the hair and makeup for the night, using Maybelline’s pallets to deliver stunning looks. Every model’s makeup embodied a decade of Maybelline’s centennial existence, with beauty trends that were popular at the time. The outfits, provided by Opera and Suite Blanco, were only a subtle representation of the decade each model was given, so that the makeup was the true star of the night.
When asked what had been the hardest part of putting this all together, Renata responded by saying, “Communicating the message.” The new slogan reads, “Make It Happen,” showing the desire to go a bolder, less apologetic route with their brand in an edgy way that fits today’s consumer. The artist literally painted bold words across the models’ bodies that projected the message of self-confidence and empowerment.
The show conveyed that Maybelline has grown strong and rebranded itself, not just as a makeup brand, but as a lifestyle. As continued rebranding, Medicosmetics Aruba and Curaçao Pharmacal Company, which are the distributors for Maybelline Cosmetics in the respective countries, have announced their own fashion shows on October 10 and December 6, respectively. If Saturday’s performance was any indication, there are “No Maybes” that Maybelline New York has left its brush marks on St. Maarten.
