Maybelline New York LOVES Canadian Fashion!

Maybelline New York set to become the Official Makeup Sponsor of World MasterCard Fashion Week with a new, leading Canadian makeup artist behind the brand

TORONTO, Jan. 27, 2012 /CNW Telbec/ - Active partner of fashion weeks worldwide, Maybelline New York plans to transport beauty trends from 'catwalk to sidewalk' this March as the cosmetics leader partners with World MasterCard Fashion Week as Official Makeup Sponsor. This three year collaboration will kick off with the Fall 2012 Collections (March 12^th to 16^th) and will feature exciting partnerships, innovative promotions, digital initiatives and most importantly - inspiring makeup artistry on the runway in partnership with each individual designer.

Widely recognized as a fun, fashionable and a colour inspired brand, Maybelline New York currently serves as the official makeup sponsor for Mercedes-Benz Fashion Week in New York as well as various fashion weeks around the world including those in Amsterdam, Tokyo, Berlin, and Moscow.

Leading the beauty team backstage will be homegrown talent, Grace Lee. As the new face for the brand in Canada, Grace comes to Maybelline New York with an exceptional roster of experience having worked backstage at major shows in Paris, London and New York as well as having done makeup for major magazines and A-list celebrities. Grace will be developing creative, trend-driven looks at fashion week - then inspiring women to experiment off the runway - truly brining the 'catwalk to sidewalk'.

"Fashion is a big part of Maybelline's DNA, so we are thrilled about today's announcement," says Stephanie Binette, Brand Director for Maybelline New York in Canada. "We love how fashion and beauty come together on the runway at Fashion Week. We will be there as the trend translator for the everyday woman, making it effortless and accessible to explore new looks. With Grace's arrival we now have all the key elements to tell our story.  We are happy to be such an important asset to the designers at World MasterCard Fashion Week. "

As Official Makeup partner and devoted supporter of fashion, Maybelline New York will support designers with a dedicated team of makeup artists, led by Grace, who will create stunning makeup looks for hundreds of models that will be strutting down the runway throughout the week.

"Our theme of 'Canadian Catwalk' for the Fall 2012 Collections is tailor made to welcome fashion week's newest beauty partner." said Robin Kay, President of the Fashion Design Council of Canada and Executive Director, World MasterCard Fashion Week.  "I am confident the designers will be keen to collaborate with Grace and her team to bring the catwalk to the sidewalk for 2012."

As the new, fresh face for a brand that is steeped in heritage yet still edgy and innovative - Grace is no stranger to the business of beauty. During her 15 year career, Grace's work has been on the covers of countless magazines, and she is often called upon to beautify celebrities, working with the likes of Anna Paquin, Yoko Ono, Justin Timberlake, Jack White and Hilary Swank. A fashion week aficionado, Grace has been backstage at New York, London and Paris Collections, doing the makeup for shows including: Alexander McQueen, DSquared2 and Roberto Cavalli. She is a makeup artist that can take the over-the-top, edgy designs from the catwalk and convert them into wearable looks for women heading to the office, getting ready for a date, or dropping the kids off at school.

"I am honoured to represent this amazing brand and use my experience to forecast the beauty trends for Fall at World MasterCard Fashion Week," says Lee. "I'm most excited about showcasing new products backstage - the looks I'll be creating with the designers will be so accessible and affordable for the consumer. Canadians will learn firsthand how to make runway beauty wearable."

About the Fashion Design Council of Canada (FDCC)

Established in 1999, the Fashion Design Council of Canada is a non-governmental, not-for-profit national organization created to support Canadian fashion designers and the Canadian fashion industry. To pursue this goal, the FDCC has created Fashion Week, now in its 13th successful year. The bi -annual event has gained international respect and is the second largest Fashion Week in North America. For more information, please visit www.worldmastercardfashionweek.com.

About Maybelline New York:

Maybelline New York is available in over 129 countries worldwide. As the official makeup sponsor of Mercedes Benz Fashion Week in New York, Maybelline New York combines technologically advanced formulations with on-trend expertise to create accessible cosmetics with a spirited style. For more information, log onto www.maybelline.ca. Maybe she's born with it, maybe it's Maybelline.

Image with caption: "Maybelline New York's logo for World MasterCard Fashion Week (CNW Group/Maybelline New York)". Image available at: http://photos.newswire.ca/images/download/20120127_C7242_PHOTO_EN_9328.jpg

Image with caption: "Grace Lee, Maybelline New York Lead Makeup Artist, Canada (CNW Group/Maybelline New York)". Image available at: http://photos.newswire.ca/images/download/20120127_C7242_PHOTO_EN_9326.jpg