Global: Cosmo and Covergirl to activate at Times Square NYE

The brands will share the presenting sponsorship of the celebration, inking the agreement with the Times Square Alliance and Countdown Entertainment, which represents 1 Times Square and the famous New Year’s Eve ball drop.

To promote Covergirl’s new lipstick range and Cosmopolitan’s 50th birthday, the brands are dubbing the event as "the most #ColorfulCountdown Times Square has ever seen". While full details of the activations have not been disclosed, the sponsors have revealed that they will be ‘painting’ the historic destination in the lipstick colours of red hot, bombshell pink and delicious plum.

A webcast of the event will be streamed live on the Cosmopolitan website, while the brands will be given three separate moments to perform live sketches in front of the crowds and broadcast on the square’s giant screens. Logos of the companies will also appear on the two stages and on the ball drop release button.

Donna Kalajian Lagani, publisher and chief revenue officer at Cosmopolitan, said: "What an amazing way to kick off our 50th birthday, and we couldn’t be more pleased to partner with Covergirl to take over the centre of the universe on such an incredible night.

"Two of the world’s most iconic brands coming together to celebrate women and the optimism and momentum of a new year – it simply doesn’t get better or bigger than this."

Tim Tompkins, president of Times Square Alliance, added: "Times Square New Year’s Eve is all about celebrating our past and reclaiming our future for the coming year – and I can’t think of two better brands to transform the visual landscape of New Year’s and focus our celebration on fun, fearless women moving forward. Cosmopolitan and Covergirl will help us celebrate the strength and power of women as we head into 2015."

The brands take over the sponsorship of the event from Nivea, which has been the event’s top brand sponsor for the last four years. Disney has also been announced as a partner, with it’s new musical Aladdin sponsoring the evening’s annual Confetti Wishes tradition. 

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