Beauty brands have found new ways to connect to consumers this New York Fashion Week. For Spring 2019, the main event went beyond the shows as beauty and haircare brands leaned into digital to highlight once-overlooked aspects of NYFW.

For beauty brands, collaborating with influencers is nothing new. NYX Cosmetics featured an influencer-led campaign for its Total Control Drop Foundation that included shade-specific tutorials. The brand has also been increasing post frequency and incorporating more user-generated content on Instagram to bulk up interactions along with its peers in the L’Oréal family.

However, this season, NYX surpassed influencer partnerships and went straight to the source—digitally. As the brand of choice for several designers, including Marcel Ostertag, NYX products could be found not only backstage, but organically on the Instagram Stories of designers, models, and media reps before, during, and after the show. Artists broadcasted tutorials on Instagram Live while models snapped their looks in the time before and after the show to document the lasting power of the red and berry lipsticks and cheek stains that complimented Ostertag’s jewel-toned collection.

Meanwhile, TRESemmé worked with ten fashion houses this season and is making the most of its time backstage by curating full stories dedicated to products that make styles last, especially during this September’s notoriously humid weather. In addition to backstage stories and influencer partnerships, the brand also tapped into looks found on the streets—a wealth of content once gone to waste post-NYFW. This tactic has worked very well for IMG, for which it has become a key engagement driver. In fact, one of its top-performing Instagram posts last February was a street style image of an anonymous show-goer wearing a crown braid that racked up almost 12,000 likes.

NYFW used to be a one-time event that concentrated on the shows and nothing but the shows. However, as brands like NYX and TRESemmé create more and more points of interaction before, during, around, and after the shows, consumers are able to see products in new ways that transcend the already made-up faces of models sashaying down a runway.

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