Fashion Week: Promotions Focus on Pampering Over Branding-Heavy Decor

Photo: Jika González for BizBash

Unlike the glam look of the Golden Globe suites in Los Angeles, the pop-up hotel environments of New York's Mercedes-Benz Fashion Week are simpler affairs, with minimal build-out and brand signage. However, similar to last month's West Coast efforts, the lounges inside the Empire Hotel are all about salon activities, with free blowouts, makeovers, manicures, and even fake tanning for the harried attendees of fashion's big showcase. Starting on Thursday, companies—including jewelry line Lia Sophia, Nintendo, and daily newspaper AM New York—plied editors, buyers, and celebrities with touch-ups from Bobbi Brown, haircuts by John Allan's, and manicures from Spa Chicks On-the-Go inside comfy hotel rooms.

Even official sponsors AOL and Mercedes-Benz pampered folks around the Lincoln Center campus, providing free beauty demos inside the AOL StyleList.com mobile “makeover bus” and free rides in the car company's new 2012 CLS 63 AMG.

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