That was our thinking when we approached Maybelline New York with an idea. An idea that put content front and center and gave women what they wanted when it came to beauty — information, lessons, and techniques that would help them get the look that inspired them. So we created CITY, a digital monthly magazine that would be the hub for all things beauty and fashion from Maybelline’s point of view.
CITY has become Maybelline’s trend and beauty blog and the every girl’s go-to for how-to. We partnered with fashion blog giant Refinery29 and the fashion vloggers at StyleHaul to bring their own unique voice to the CITY brand. From 60-second "Get the Look" features, to "Make My Weekend" shareable videos – each piece of original content complemented that month's theme.
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