Maybelline jumps on the see-now-buy-now bandwagon for NYFW

The see-now-buy-now trend has been taking the fashion industry by storm over the past few seasons, and now the beauty brands want in, too.

Maybelline is leading the way by making two products from its spring collection available this week, directly after their debut for Rebecca Minkoff during New York Fashion Week, WWD reports.

Details about the products are shrouded in secrecy, but we know that they will be color cosmetics for the eyes, and that a limited number will go on sale at Amazon.com immediately after the designer's Spring/Summer 2017 show on September 10.

Like so many other key figures testing out the see-now-buy-now concept across the industry, Maybelline's vice president of marketing Anne-Marie Nelson-Bogle refers to social media and an increasing consumer desire for "instant gratification" as two of the main driving forces behind the shift. "While we know that the fashion industry is making strides to meet those demands by changing the retail schedule, we felt that the beauty industry had to also do the same," she told WWD.

Minkoff, for her part, has never shied away from change. The US designer grabbed headlines last year for being the first to incorporate virtual reality into her catwalk presentation, and her label was one of the earliest adopters of the 'see-now-buy-now' strategy at New York Fashion Week last Spring.

The biggest, heavyweight houses have so far widely resisted this upheaval in tempo, but many other brands preaching the benefits of shortening the confusing and lengthy seasonal fashion cycle include Tommy Hilfiger, Tom Ford, Michael Kors and, notably, Burberry. Will the beauty industry follow their lead?