After retaining the title of the official cosmetic sponsor of the Mercedes Benz Fashion Week for the last seven times, Maybelline New York has once again been announced as its sponsor, Feb. 5. The cosmetic brand will lend its iconic hues and formulas to the Fall/Winter 2013 show for the eighth time.

"Fashion and beauty are unifying forces," notes Maybelline New York Global Brand President Damien Bertrand, obviously pleased with the honor. "Every trend that comes out of the New York shows is inspiring someone around the world. It is very exciting for Maybelline New York to collaborate with designers in shaping the beauty and fashion of tomorrow."

The brand will also provide backstage assistance to designers Rachel Zoe, DKNY, Lacoste, Bibhu Mohapatra , Michael Bastian and Custo Barcelona. Not just makeup, manicurists will also be using Maybelline's products to create the week's show-stopping nail looks.

"When you look at the Maybelline New York brand, the backstage influence is obvious...from the innovation and design, to gorgeous vibrant shades and formulations, fashion week is injected into everything Maybelline New York does," states David Greenberg, President Maybelline New York. "It has allowed us to learn from the most creative and inspiring people in the industry and to take all of that vision and excitement and turn it into fun and glamorous products that women everywhere enjoy in their daily lives."

Apart from mesmerizing the audience with its backstage talents, Maybelline New York will also celebrate the 10th anniversary of the The Daily, a must-read for all fashion lovers. To mark the anniversary, the brand will host a special exhibition at The Hudson Hotel that will highlight famous Daily covers from the last decade, along with the cosmetic giant's most iconic and much loved catalogue of fashion week print advertisements.

The Mercedes Benz Fashion Week starts Feb. 7 and goes on till Feb. 14.