Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
It's scarves, gloves, berets and bejeweled baubles for Lauren Conrad's latest collab collection for Mark cosmetics, ranging from $14-$16, again tapping into her tween, teen and barely 20 fan base.
But don't let her saccharine smile and glittery accessories fool you, The Hills star is in hot pursuit of her target market, taking her spring '09 collection on a multi-city college tour, featuring personal appearances and fashion shows (and this is the clincher) in which college students at each respective university take the catwalk to model LC's line.
According to a PR Newswire release, the whole push, dubbed LC3 (the Lauren Conrad Collection College Tour), is a partnership between the reality star, "the premier college multi-platform media specialists" Campus Solutions, Inc., and college social portal TheQuad.com. The cities: Austin, Atlanta, Boston, Minneapolis and Los Angeles. The number one target: Sorority girls. "Campus Solutions, Inc. will deploy a small army of its brand ambassadors to each of the schools where they will engage students, distribute branded materials and promote to sorority sisters at their houses and during chapter meetings." Naturally, Mark will do the makeup. One student model will win a trip to LA to spend fashion week with Conrad in 2009.
· Lauren Conrad Partners with Campus Solutions for Her Spring Clothing Collection Tour in 5 US Cities [PR Newswire]