N.Y.C. New York Color announced today the launch of a 'Developed with New York Makeup Artists' initiative, a program that supports the brand's mission to deliver professional, innovative, yet budget-friendly go-to beauty essentials that have been developed with the expertise of trendy, young New York City-based fashion makeup artists. "We are thrilled to introduce this program, as it inspires confidence in New York Color's truly efficacious and dependable products," says Maylis Joppé, NYC New York Color Global Marketing Vice President. "The results of this initiative reinforce New York Color's reputation as a credible, cool and trendy makeup brand at an unbeatable price. We are proud that experienced, hands-on New York makeup artists weighed in on the development of our products to help empower the results that we deliver to women."
The test panel was comprised of professional makeup artists based out of the New York City area, ranging in age between 25 and 35. Each makeup maestro embodies the New York Color brand culture and energy. New York Color believes in living vibrantly in color and style and creating the coolest new products in line with New York City Trends. The program kicked off with New York Color inviting this eclectic group of youthful, fashion-forward professional makeup artists, boasting experience and clientele, to evaluate New York Color products on themselves and a group of models. They were then asked to provide constructive and professional feedback on the products' level of expert quality. The testing process was managed by the Coty Testing Institute.
The result was a beautifully crafted official "Developed With New York Makeup Artists" stamp of approval sealed on the final products reviewed by the artists. This endorsement reflects the New York Color brand's true professional grade. The Makeup artists bring to the table rich experience in the fashion industry, backstage beauty at New York Fashion Week, advertising campaigns and television makeup application, in addition to sizable social media and blog followings. The brand believes that nothing feels more New York than New York Color and that is what these makeup artists represent.
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About NYC New York Color
N.Y.C. New York Color was created in 1999. Instantly redefining the US budget cosmetics category, it offers exciting innovation and great quality, packaging and shades that reflect the beating heart and energy of the city. Inspired by latest fashion weeks and NY trendsetters, N.Y.C. New York Color has established itself as a favorite amongst young color lovers. Since January 2015, Demi Lovato has been supporting N.Y.C. New York Color as the face of the brand. For more information, please visit coty.com and www.newyorkcolor.com.
SOURCE Coty Inc.