New York, NY February 4th, 2011 –Maybelline New York has unveiled a new website that allows users innovative ways to explore products, lessons, videos and educational content using engaging and multi-faceted search tools. This is the first time Maybelline is using multi-faceted search in its “Explorer” tools, located throughout the site experience to help users discover all the brand has to offer and find which products and trends are best for them. The new Maybelline.com will inspire and connect with the most discerning of beauty consumers by showcasing a unique, fashion forward brand point of view. The site’s NYC365 section will have an editorial feel, with new content updated daily.

“Maybelline’s new website is our first and most important step toward a new consumer-centric digital ecosystem,” said Sebastien Simpson, director of global digital media and internet for Maybelline New York. “Content, engagement and innovation will continue to fuel our digital footprint as our upcoming efforts will focus strongly on social and mobile.”

“Consumers desire and demand more than just product information,” said Kristen Yraola, assistant vice president of digital media and Internet for Maybelline New York-Garnier-Essie. “We want Maybelline.com to be their go-to online beauty resource. The site experience is more editorial, with new content updated daily that is based on fashion trends, not only from the runways, but from the street as well. We hope that inspires consumers to discover and experiment to find the makeup looks and products that are best for them.”

This February marks Maybelline New York’s fourth season as the official makeup sponsor of Mercedes-Benz Fashion Week in New York. Leading backstage makeup teams will be Charlotte Willer, Maybelline New York’s Global Makeup Artist. An international favorite of advertising and editorial photographers, Willer is known around the world for her love of color and creativity, passions which the fashion world fully appreciates. This season, Maybelline New York and Charlotte Willer will work with an exciting roster of important designers by creating runway makeup looks for the following shows: BCBGMAXAZRIA, Betsey Johnson, Carlos Miele, Catherine Malandrino, Custo Barcelona, Cynthia Rowley, DKNY, L.A.M.B., Max Azria and Vivienne Tam.

Together Maybelline New York and YouTube will offer a live fashion experience via YouTube’s exclusive Live from the Runway channel. The channel will live stream 30 shows from Lincoln Center during Mercedes-Benz Fashion Week in New York. Social media will be integrated into the live stream player, allowing users to comment and tweet about the live action directly on the channel.

“We’re giving consumers new ways to experience the Maybelline New York brand,” said Ali Goldstein, vice president of US marketing for Maybelline New York. “The new Maybelline.com, with its editorial feel and trend-driven information, provides consumers with fresh, user-friendly content that is infused with New York and Fashion – two things that are part of our DNA. Our latest Fashion Week and digital initiatives give our consumers unprecedented access to the most exciting parts of the Maybelline New York brand.”

Maybelline New York is available in over 129 countries worldwide. As the official makeup sponsor of Mercedes Benz Fashion Week in New York City, Maybelline New York combines technologically advanced formulations with on-trend expertise to create accessible cosmetics with a spirited style. For more information, log onto www.maybelline.com also available in Spanish. Maybe she’s born with it, maybe it’s Maybelline.