Good Housekeeping To Produce Stage Show, Present New Promotional Opportunities

Good Housekeeping is celebrating its 125th year with a show at the New York City Center. The stage production, called “Shine On: Celebrating 125 Years of Women Making Their Mark” is set to premiere on April 12 and will, as the subtitle so helpfully hints, celebrate the achievements of women over the years “from Susan B. Anthony to Sally Ride, from Dorothy Parker to Diane von Furstenberg, Martha Stewart to Madonna.”

The production will tie into the publication’s May 2010 print issue, which will feature a section, sponsored by Maybelline cosmetics, chronicling the achievements 125 women who “changed our lives.”

Deborah Marquardt, vice president of integrated marketing communications for Maybelline and Garnier, believes “Shine On” will act as not only seamless branding effort for the publication across multiple media, but will also prove a natural, organic fit for advertisers.

Marquardt notes that “the things that resonate with us as an advertiser is when our DNA matches theirs.” The cosmetics company, in addition to providing makeup artists to style the night’s performers, will purchase tickets for 600 female high school and college students as well as to women’s organizations.

“Shine On,” which will run for one night only, features the likes of Meryl Streep, Kristen Bell and Fran Drescher. Proceeds from ticket sales will go to building the first permanent location for the National Women’s History Museum in Washington, D.C.