Maybelline New York kicks up its heels with Broadway cast at NYC Rite Aid

NEW YORK Beauty mavens and Broadway fans flocked to New York City’s Grand Central Station on Thursday to take part in an event hosted by Rite Aid and Maybelline New York to celebrate the launch of Maybelline New York’s new Color Sensational Lipcolor.

Highlighting the event, which attracted a steady stream of attendees, were live musical performances by the cast of Broadway’s “Chicago.”

In addition, professional makeup artists provided lip-scriptions to help women find their perfect lip shades and to offer mini Sensational Lipcolor makeovers. Attendees also received gift bags filled with sample size products and 50% off discounts for “Chicago” available on a first-come, first-serve basis.

Rite Aid regional VP, Paul Perinetti, attended and said it was the first time Rite Aid has hosted such an event.

“We will try to do something like this again,” Perinetti told Drug Store News, noting that coupons for the new Color Sensational Lipcolor being handed out at the event will help drive in-store traffic at local Rite Aid stores.

In addition, visitors could enter to win free tickets to “Chicago,” with Maybelline New York giving away a free pair of tickets every hour between 3 p.m. and 7 p.m.

With any purchase of Maybelline New York Color Sensational lipcolor, New York customers also can enter to win a “Chicago” prize package with a grand prize of two free show tickets, a post-show backstage tour and a “Chicago” gift basket including a CD/DVD package, stockings, t-shirts and souvenir books. Ten runners-up prizes include two free show tickets. Details are available inside Rite Aid stores.