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Marie Claire Presents The World’s First Maybelline New York Pop-Up Shop In Covent Garden


Marie Claire For ten days only during September, Marie Claire presents the world’s first MAYBELLINE NEW YORK POP-UP SHOP, at 18 Shorts Gardens Covent Garden. Open from the 16-26 September, the space will be dedicated to backstage beauty, retailing exclusive Maybelline products, a limited edition copy of Marie Claire and showing fashionistas how to achieve this season’s must-have catwalk looks direct from New York Fashion Week.

Marie Claire will be presenting a number of events across the 10 day period from model scouting sessions and a New York City themed day, to a day with a Marie Claire stylist.

The 600 square foot beauty emporium is set to be the first stand-alone retail space that is dedicated to Maybelline New York. Shoppers will be able to get their trend fix of fashion-inspired beauty as professional make-up artists and industry gurus offer insider tips on a daily basis through a series of masterclass tutorials and one-to-one advice. Maybelline will also be launching exclusively a NEW Eyestudio Gel Eyeliner which is not set to hit UK shores until 2011.

The Marie Claire presents the Maybelline Pop-up shop will provide a calendar of in-store activity as part of a joint partnership that will also include ATL advertising on the London Underground and print advertising in Metro and the Evening Standard. A social media campaign and activity on will also support the pop-up shop activity.

Karen Jones, marketing director Maybelline UK says; “The Maybelline New York Pop-Up Shop is all about bringing the brand to life and leveraging our association to New York Fashion Week. By working with Marie Claire, we will be able to embody the spirit of both brands, to engage with consumers and create a truly authentic stand-alone retail experience”.

Richard Johnstone, Marie Claire publishing director, says “Marie Claire is proud to be collaborating with Maybelline on this exciting project, which illustrates how determined both companies are in creating a truly innovative experience which engages readers and consumers alike”.


Be inspired by New York fashion at the ’Backstage Beauty Bar’ where catwalk trends have never been more accessible. Backstage guru and Maybelline New York global make-up artist, Charlotte Willer has designed and created each look to reflect a key trend from the Autumn/Winter season. Simply select your preferred look from the stunning model images and our professional make-up artistes will be on hand to demonstrate how you can achieve it at home using a tailored palette of Maybelline must-haves.

Take a trip to Covent Garden with a copy of Marie Claire’s October issue in-hand, follow the location clues on Twitter and if you find a ’Marie Claire fashionista’ or a ’Maybelline Make-up Maven’ you stand a chance of bagging yourself a fistful of pink Maybelline & Marie Claire dollars to spend in the pop-up shop*. If you’re lucky enough to receive these dollars, you will be able to use them to redeem a selection of Maybelline goodies and other prizes at the pop-up shop.

Take the opportunity to get a fabulous facebook photo taken by our in-house photographer. After being made up by one of the Maybelline make-up maestros, simply pose like a model for your best shot ever. Then get your friends to like the pic!

Date: Friday 17th September
A New York treat day - Enjoy a day of complimentary treats, Big Apple style. There are doughnuts by day, then late-night shopping accompanied by Cosmo and Manhattan cocktails and the laid-back vibes of a New York-inspired DJ. Also chance to win amazing NY-inspired prizes

Date: Sunday 19th and 26th September
Think you can become the next new face? Then come down to the pop-up shop on 19th and 26th September and you could be scouted by London’s top modelling agency, Elite. The scouts will be looking out for fresh new talent, a photographer will take those all important shots and an Elite London model will be on hand to give advice

Offload any style concerns with the Marie Claire stylist who will be there to talk through the key fashion looks of the season and give sartorial advice to go with the key beauty looks on offer

Date: Monday 20th September
For one night only, the pop-up shop will transform into a learning lab as it hosts How to get into Beauty’, part of Marie Claire’s prestigious ’Inspire & Mentor’ campaign and series of how to get into… industry events. A panel of inspirational women from the world of beauty will share their knowledge on how to make it this highly coveted industry offering the audience a unique insight into how to make a career out of cosmetics. This event will be limited to ticket holders, please visit for more information.

And there’s more! From nail maintenance from the in-store manicurist (daily), complimentary threading (daily) and the opportunity to buy a Limited Edition copy of Marie Claire, no self-respecting beauty addict can afford to miss out on Marie Claire presents the Maybelline Store.


Notes to Editors
• * Maybelline & Marie Claire dollars only valid in pop-up shop
• The Maybelline New York Pop-Up Shop in association with Marie Claire, opens from the 16th – 26th September 2010 at 18 Shorts Gardens, Seven Dials, Covent Garden WC2, just off Neal Street


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