Maybelline, Rebecca Minkoff and Amazon Are Teaming Up For See-Now-Buy-Now Products
In a world where everything is a click or text away, some major cosmetic and fashion retailers are collaborating to ensure that the same is true of their products. Maybelline New York is pairing with Rebecca Minkoff to make two runway products available on demand, rather than having the traditional months-long wait time between the New York Fashion Week premiere and consumer debut. Minkoff joins designers like Tom Ford and Club Monaco who will be implementing “see-now, buy-now” this season.
WWD reports that Amazon.com has signed on to be the exclusive retailer for the partnership. Maybelline will be taking two products—the specific items haven’t been announced yet—slated to hit retail stores in the spring. The products will be available right after the runway show tomorrow, September 10.
RELATED: See Now, Buy Now Collections You Can Shop Today
“She’s really in this mentality of instant gratification,” Anne-Marie Nelson-Bogle, vice president of marketing at Maybelline, told WWD of Minkoff. “While we know that the fashion industry is making strides to meet those demands by changing the retail schedule, we felt that the beauty industry had to also do the same.” She called the collaboration “a huge shift,” saying that it was the responsibility of brands to identify and meet the needs of its buyers, and in this case, it’s all about instant access.
“I’m so thrilled to partner with Maybelline New York for our fall/winter 2016 street show,” Minkoff said in a release. “I’ve been a longtime fan of the brand and their commitment to fearlessly evolving alongside the women we both share as customers.”
RELATED: Maybelline New York Baby Lips Just Got a Magical Upgrade
Back in February, Minkoff made her spring collection available for purchase-on-demand, sparking the idea for Maybelline. The whole idea is to make fashion week no longer a series of previews, but an interactive see-and-buy experience, which stands to benefit consumers, designers and retailers alike. Tomorrow, Minkoff will shut down a block of SoHo for the fall runway show, right outside of the retail store.
Tour Rebecca Minkoff’s Kitchen: