Maybelline New York Invites You To Visit CITY

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 Maybelline.com/CITY.

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 www.maybelline.com and Maybelline.com/CITY. 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