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Show business, glitz and glamour…<\/b> the \u201cshow girl\u201d movement<\/b> inspired by Taylor Swift’s new album, The Life of a Showgirl, released today, is catching on in the luxury sector. Following Charlotte Tilbury (Puig)’s partnership this summer with the Dallas Cowboys Cheerleaders, the most famous cheerleading squad in the United States, it is now the turn of Sephora’s American subsidiary to team up with another symbol of American entertainment: the Radio City Rockettes. This is sure to lift the spirits of European beauty products exported to the US, which have been subject to a 15% surcharge since August 1 (an unprecedented move).<\/p>\n
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The specialized distributor of the LVMH group<\/b>, headquartered in Paris<\/b>, thus becomes the first beauty partner of this elite dance troupe, inseparable from Radio City Music Hall<\/b>, which will celebrate its 100th anniversary<\/b> in 2025. Its iconic Christmas show, which is also part of this strategic partnership with Madison Square Garden Entertainment Corp. (MSG Entertainment), will resume on November 6.<\/p>\n
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This partnership with MSG Entertainment, a leader in live entertainment and owner of Madison Square Garden in New York, the Theater at Madison Square Garden, and Radio City Music Hall, among others, promises an immersive storytelling experience at the crossroads of entertainment and beauty.<\/p>\n
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For Sephora, it will be a chance to capitalize on the excitement of the holiday season and the national Christmas tradition that is the Christmas Spectacular Starring the Radio City Rockettes. The goal is to offer inspirational communication driven by the values shared by both companies: empowerment, self-expression, and athleticism.<\/p>\n
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The campaign promises to bring various touchpoints to life, particularly a series of content on both brands’ social media channels throughout the holiday season. <\/b>It will include appearances and collaborations<\/b> with the founders and talents of the Sephora brand. This festive partnership will even be featured on digital displays on giant screens in Times Square<\/b>.<\/p>\n
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As part of this partnership, the beauty specialist has also committed to providing each Rockette with a personalized makeup kit featuring Sephora products. This is an opportunity to celebrate their artistic talent, but above all to showcase their behind-the-scenes beauty routines and organize a meet-and-greet with the Rockettes at a Sephora store in New York City.<\/p>\n
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To announce this partnership, the Rockettes took over a Sephora store in New York<\/b>, where they selected their favorite products and applied makeup, including the dance company’s iconic red lipstick.<\/p>\n
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Entertaining hundreds of millions of people, the Rockettes are an integral part of the American cultural landscape. Founded in 1925 in St. Louis, Missouri, this precision dance company is the oldest in the United States.<\/p>\n
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Its members are world-renowned for their precision dance technique<\/b>, \u201cRockettes Precision Dance Technique\u2122,\u201d particularly their high kicks<\/b>. Being a Rockette means not only knowing how to dance ballet, modern jazz, and tap, but also mastering \u201cdance intelligence\u201d<\/strong> (Smart Dancing), namely the art of synchronization<\/b> (eye contact, arms, head position, etc.) down to the millimeter. Here, there is no room for soloists<\/b>. In fact, preparing for the holiday season involves six weeks of intensive training<\/b> for the company’s fifty dancers<\/b>, who are recruited through auditions.<\/p>\n <\/p>\n The Christmas Spectacular<\/i><\/b>, their iconic holiday show featuring the famous \u201cfalling soldiers\u201d<\/b>, has brought joy to more than 72 million people around the world<\/b> since its grand premiere at Radio City Music Hall in 1933<\/b>.<\/p>\n <\/p>\n In recent years, the Rockettes have caused a sensation on social media with their dance videos and amusing interpretations of viral trends. Some of their content already included makeup tutorials. Dancing alongside celebrities from television\u2014such as late-night show host Jimmy Fallon\u2014and Broadway, the Rockettes have amassed more than 6 million followers to date.<\/p>\n <\/p>\n