How beauty brands won NYFW proximity marketing through the industry’s buzziest gifting suite

For beauty brands, deciding how and when to participate in fashion month can be a difficult decision reliant upon access to the right opportunities and an expansive budget to execute them properly. 

Sponsoring a runway show, presentation or celebrity look, for example, can yield press impressions, online buzz and sales conversions. But it can also disappoint, all depending on a laundry list of changing conditions and competing events. 

As highlighted in this week’s beauty briefing, brands like Revlon, Tarte, JINsoon and Dieux all sponsored NYFW shows this week with different goals, including industry networking, brand recognition and a halo effect for new product launches. 

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