Maybelline has been appointed the first-ever cosmetics partner of the TCS New York City Marathon.
The L’Oréal-owned make-up brand will participate in the US-based race on 3 November, which is produced by non-profit New York Road Runners (NYRR).
The race has previously attracted more than 50,000 runners from around the world.
Branded activations include a Maybelline New York ‘cheer zone’ along the race course and a make-up booth at the expo preceding the event.
A Maybelline Run Club has also been created in tandem with mental health organisation the National Alliance on Mental Illness.
Celebrities including actress Claire Holt, television host Tayshia Adams, model Haley Kalil and make-up artist Karen Sarahi Gonzalez will be running the 26.2 mile course as part of Team Maybelline.
Global Maybelline employees will also take part.
The collaboration is part of a shared commitment by Maybelline and NYRR to promote mental wellbeing, read a joint statement from both organisations.
Maybelline has been running its mental wellbeing programme Brave Together since 2020, which aims to support anxiety and depression worldwide.
Branded activations include a Maybelline New York ‘cheer zone’ along the race course
“It is a perfect nod to our New York City roots and the endurance of our high-performance make-up,” said Jessie Feinstein, Senior VP of Marketing at Maybelline.
“As we tackle the 26.2 mile challenge, we are proud to demonstrate how Maybelline products withstand the endurance a marathon requires.
“Proving they can handle the ultimate test, just like the resilient spirit of New York.”
Maybelline will also promote its partnership on NYRR’s Set the Pace podcast.
“Both NYRR and Maybelline New York are strong supporters of mental health and wellness,” commented Christine Burke, NYRR’s Senior VP of Strategic Partnerships and Runner Products.
“And through our collaboration, we can help break down barriers for people and serve as a community resource for runners.”
The partnership is part of a wider trend in the cosmetics industry that is tapping into the rising marketing power of beauty-sport partnerships.
Maybelline is the latest beauty brand to tap into the rising influence of female athletes and sports events.
Glossier extended its marketing partnership with the Women’s National Basketball Association this year.
LVMH-owned beauty retailer Sephora was the official sponsor of the Torch Relay at the Paris 2024 Olympic and Paralympic games.
Nail care range KISS has signed US gymnast Suni Lee as ambassador, while L’Oréal Paris has landed Manchester City footballer Mary Fowler.
Lead image credit: New York Road Runners.
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