Adweek talks to Mary Kay’s director of U.S. consumer marketing Kim Sater about the brand’s deep relationship with Lifetime’s long-running fashion design competition show Project Runway—why it’s different, and why it works.
Why do a major TV integration with Project Runway?
The Mary Kay Color Design Studio, where the models go for makeup before walking the runway, is a perfect way to showcase the full Mary Kay line. … The makeup looks [that are] used on the models play a big role in completing the overall look of the design, so the designers can get very passionate about it, and the audience at home is interested in how to get the looks or how to interpret the looks for everyday wear.
That makes the partnership go way beyond just being an official sponsor of the show. We are part of the show every week and part of the designer’s vision.
One of your top artists is appearing on the show.
Luis Casco is one of Mary Kay’s global makeup artists, and we were thrilled to have him integrated into the show. In this role, Luis is the on-air representative of the brand. Luis was on set in the Mary Kay Color Design Studio consulting with the show’s designers on their visions for their models and working