Backstory: Maybelline and Garnier partnered with Three Lions Entertainment to be the official beauty sponsors of the Fashion Rocks television special that aired live from Brooklyn’s Barclays Center September 9, 2014 on CBS during New York Fashion Week.
Campaign: To promote the collaboration, the theme of Maybelline and Garnier’s fall beauty campaign was called “Rock the Look” and included Fashion Rocks branding. This was promoted through in-store displays as well as digital and social marketing.
To increase the buzz and encourage tune-in, fans were encouraged to vote on their favorite beauty look and share their pick through social media using the hashtag #RockTheLook. The winning look was revealed live during the Fashion Rocks broadcast.