MAC Cosmetics plans to capitalize on consumers' rising, and many say reality TV-induced, interest in fashion and their curiosity about the shows behind the scenes. For the first time in the 15 years it has sponsored Fashion Week, the company is exposing its backstage goings-on at New York, London, Milan, and Paris shows via Twitter.
Through a Facebook widget set to launch sometime next week, fans will be able to access tweets from individual pro-team MAC artists who will have to do a minimum of 15 tweets per day.
The initiative supports the branch's strategy to use alternative media to gain awareness and get new fans, many of whom are active in social networks, explains Laura Elkins, VP of global consumer marketing and artist relations. She adds that it also supports MAC's “heritage in fashion.”
“We want to engage fashion fans, beauty junkies, and loyalists. [Backstage] is not accessible to them usually,” says Evans. "It's a great way for them to connect with our senior artists.”
The team will feature the Twitter initiative on its Facebook group and, working with Paul Wilmot Communications, promote the initiative via outreach to fashion and beauty bloggers and online magazines.
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