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Emmys Fashion Week

Behind The Scenes At The Emmy’s And Fashion Week

Creating opportunities for brands to take center stage Is a universal goal. Our editors at have run the gamut of events recently and have insider insights on how to maximize your marketing and get your brand noticed.

"Awards shows give brands a fun opportunity to connect with viewers as well as beauty editors. It's smart to time these events with product launches — then, as writers, we have even more to cover," says east coast editor Dawn Davis after walking the Red Carpet with editor Emily Woodruff and Dove at the 66th annual Emmy Awards. Essie’s pre-Emmy mani-bar to celebrate their fall polish colors at LA’s Soho House was perfect example of a spot-on promotion.

In addition, we covered backstage beauty at over 30 New York Fashion Week events with access to shows like Kate Spade, Jason Wu, Lacoste, Tibi, Christian Siriano and Theory. "Fashion Week sponsorships give brands the opportunity to work closely with a designer and showcase their products and expert talent backstage and on the runway,” says Dawn Davis. “It's important to choose a designer whose aesthetic is on-brand for you."

Connect your brand with our editors. Email Dawn Davis

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Guest Guru

Guest guru

This month, Total Beauty talks with Yann Marois, Executive Director of Global Product Marketing for Estée Lauder's Origins brand.

Q: Tell us about your role with Origins.

A: I'm French, and I came to New York about three years ago. I have a role in product marketing. My job is to take the innovation and create strategy for exciting new product launches for the business. I try to come up with events that are engaging for regular people and help them experience the products in exciting new ways.

Q: Are you taking Origins in a new direction?

It's high performance skin care, and we're very serious. And we should have that piece, but we also need to be engaging. A product is much more than just a bottle. It's a trip to France where we found this amazing plant growing on a rock. It's about telling that story. We need to show people that it goes beyond the lab.

Q: Is being a man in beauty challenging?

A: Yes and no. It's like being a French man in New York. I'm used to being a foreigner. Sitting in a conference room with 90 percent women isn't that unusual to me, and I embrace having those other perspectives.

Marois' latest video project can be viewed on

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