Maybelline New York Invites You To Visit CITY

                Maybelline New York Invites You To Visit CITY

Introducing the brand's first monthly fashion and makeup blog

PR Newswire

NEW YORK, March 12, 2013

NEW YORK, March 12, 2013 /PRNewswire/ -- Maybelline New York, the # 1
cosmetics brand in the world and an industry leader in developing unique and
compelling digital and social content, today expands its bandwidth yet further
with the launch of CITY – its first monthly fashion and makeup blog from
Maybelline New York's expert point-of-view. No surprise that New York City
serves as a source of inspiration for the site's content in much the same way
it does for the brand itself. This, combined with a powerhouse trio of dynamic
and renowned experts will offer meaningful interaction with CITY readers and
set a new standard in digital influence.

CITY will bring monthly issues to readers and fans throughout the year
beginning in March with the theme "March to Your Own Beat." The issue will
provide tips and features on creating stand out beauty and fashion looks. In
addition, viewers can peek behind-the-scenes at the Mercedes Benz Fashion Week
New York and get "in-the-know" on the top trends from the season. Visitors
will also have access to instructional beauty videos from this season of NBC's
Fashion Star.

The core CITY team members will include Maybelline New York's own spokesmodel,
designer and stylist, Erin Wasson, makeup artist Gabriel Almodovar and NBC
Fashion Star host and fashion icon, Louise Roe. They will lead the
conversation by sharing personal insights on style and makeup and offer
glimpses into their roles as tastemakers and the perspective that comes with
an intimate proximity to the fashion and beauty universe. There will also be
daily nods to crowd favorites that include the tips and tricks only real
experts are able to amass.

"Maybelline New York is not only continuously on the cutting edge of beauty's
emerging technologies and top trends, but it also retains a deep understanding
of how the amplification of current and relevant topics fuel social media
conversation," says Carolyn Holba, Senior Vice President of Maybelline. "With
the launch of CITY, we can now broaden the scope of that conversation to
include input from experts who share the brand's spirit and energy while we
deliver content in an approachable yet aspirational way. This is the essence
of Maybelline New York."

Interactive agency, Code & Theory, is the agency partner for creative and
development of CITY.

CITY can be found at

About Maybelline New York

Maybelline New York is the number one cosmetics brand in the world and is
available in over 129 countries worldwide. As the official makeup sponsor of
Mercedes Benz Fashion Week, Maybelline New York combines technologically
advanced formulations with on-trend expertise to create accessible cosmetics
with a spirited style. Further capturing the essence of New York City style,
Maybelline New York's fashion and beauty blog CITY is the go-to destination
for 'It' girls, offering exclusive, unique and behind-the-scenes beauty and
fashion content. Log onto and Also
available in Spanish. Maybe she's born with it, maybe it's Maybelline.

About Code & Theory

Code and Theory is a creative company that designs products and brand
experiences across platforms. Headquartered in New York with an office in San
Francisco, the agency's clients include Dr Pepper Snapple Group, Maybelline
New York, Comcast, IAC/Newsweek, Conde Nast/Vogue, Mashable, LA Times and The
Guardian, among others.

SOURCE Maybelline New York

Contact: Sara Younger, Maybelline New York, +1-646-658-5418, or Betsy Matthews, Maybelline New York,
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