This weekend, Maybelline New York will open a temporary beauty studio to introduce the brand’s new fall product line. The three-day studio will also feature beauty-focused events to show off the latest trends in hairstyles and makeup application.

Maybelline added “New York” to its name in January 2004, and now it is bringing its wares directly to Big Apple gals. The vice president of marketing for the company, Leela Petrakis, said the brand hopes to connect with the spirit of the city. “New York City is full of movement and change. It also brings elements of style, possibility, and sophistication to Maybelline.”

The company will be promoting its new Moisture Extreme lipstick line during the studio’s opening, as well as new versions of its XXL Intense mascara. The weekend offers three days of free events for those interested in learning about new techniques from beauty experts. On Thursday at noon, People magazine editors will discuss celebrity fashion trends, and on Fri day at 4 p.m, editors from Allure magazine and a cosmetics artist for Maybelline will present makeup demonstrations. On Saturday at 10 a.m., Real Simple magazine editors will show consumers how to get a new look using just three products. And on Saturday evening at 4 p.m., Glamour magazine editors will instruct party girls on preparing for a night on the town.

Maybelline New York Beauty Studio, 461 Fifth Ave. at 40th Street, Thursday and Friday, 11 a.m. to 7 p.m, Saturday, 10 a.m. to 6 p.m.