On September 8, New York City was swirling with extra energy from the festivities of the third annual Fashion’s Night Out. Approximately 1,000 stores from all over the city participated in this year’s event, hosting after-hours celebrations that featured celebrity appearances, live music, makeovers and gifts-with-purchase. The event was established in 2009 to add a boost to the industry’s economy by celebrating fashion and restoring consumer confidence. Sarah Brown, Beauty Director of Vogue, stated, “Fashion’s Night Out is an amazing opportunity for fashion and beauty to come together. It gets customers excited about what’s new, and the electricity you feel in the stores is a great way to kick off the season.”
Expanding from New York, approximately 250 cities across the US and more than 15 countries worldwide have coordinated their own Fashion’s Night Out events this year.
Celebrating At Saks
The beauty floor of Saks Fifth Avenue was brimming with excitement as customers enjoyed gifts-with-purchase, complementary makeovers and numerous appearances by celebrity Makeup Artists.
Scenes From Sephora
Sephora hosted interactive events at nine of their Manhattan locations to celebrate Fashion’s Night Out. The night included exclusive product offers along with personal apperances by Kat Von D, Kate Walsh, Solange Knowles, Josie Maran and Kristen Bauer.
After last year’s Fashion’s Night Out success, The Fragrance Foundation doubled its efforts with nine colorful flower trolleys in strategic locations where passersby were offered a rose and encouraged to seek out a fragrance at the nearest retailer.
Photo Op At L&T
Estée Lauder collaborated with MME Entertainment to set up a Photomation booth at their counter at Lord & Taylor during Fashion’s Night Out. Customers went into the booth to be photographed and were also asked to name the three beauty products they could not live without. The photo, which was emailed to the customer, could also be Tweeted and followed on Facebook.
For a $75.00 purchase that night, customers received a GWP of a full-size Sumptuous Extreme Lash Multiplying Volume Mascara and a 20-day supply for a friend.
“We’re always looking for new and innovative ways to animate the beauty story,” declared Barbara Zinn-Moore, Lord & Taylor’s Senior Vice President and GMM for Cosmetics and Fragrance. “Estée Lauder took it a step further with computer technology inside the Photomation booth. Customers love it, and it’s driving sales.”
Justin Bieber PA
An event on Fashion’s Night Out at the Dolce&Gabbana boutique on Manhattan’s Madison Avenue was hosted by Justin Bieber and Scooter Braun. Mr. Bieber autographed any item purchased that evening in the boutique with a share of the proceeds benefiting Pencils for Promise.
A highlight of the evening was the pre-launch of Dolce&Gabbana’s Passion Duo lipstick.
MD At FNO
Dr. Gregory Brown, Founder of RéVive skincare products, greeted customers at Barneys New York on Fashion Night Out.
The Beautiful People
Maybelline New York highlighted Fashion’s Night Out with a party at Gansevoort Plaza with appearances by legendary Stylist Patricia Field and the brand’s Spokesmodels.
The spirit of Paris’ Place Pigalle was recreated at Manhattan’s Soho House by Votre Vu’s VU-Lin Rouge.
The VuBAR, Votre Vu’s customized, 27-foot Airstream was a destination in Manhattan’s Meatpacking district where visitors received samples of skincare products and sipped the SnapDragon Beauty Beverage.