Love a movie so much you truly want to look the part?
Wait no longer because makeup collections inspired by movies are now a thing.
The upcoming flick “Jupiter Ascending,” starring Mila Kunis and Channing Tatum, is the latest entrant into the field. Ulta is carrying a limited edition Pur Minerals collection of “Jupiter Ascending” eye shadows, lip gloss and liquid eyeliner for $29, with colors bearing names such as Cosmos (iridescent white), Jupiter (rose) and Night Sky (slate). And that’s all before the movie even hits the big screen.
With this relatively new avenue for promotion (its first movie tie-in was in February 2013 with “Beautiful Creatures”), the cosmetics purveyor is hoping to showcase its positioning as an “ultimate lifestyle brand,” says Julie Campbell, a vice president of marketing for the company. “By aligning Pur Minerals with like-minded brands within the lifestyle category such as entertainment, fashion or music, it enables our Pur Minerals community to celebrate life’s simple moments together.”
Another recently-introduced line is the “Maleficent” collection from MAC Cosmetics, which debuted along with the movie’s release in late May. Sadly, they can’t promise that you’ll look like star Angelina Jolie, but the eye shadows, eyeliners, mascaras, lip glosses, nail polishes and more in such movie-themed colors as True Love’s Kiss (red), Nocturnelle (black) and Uninvited (blush pink) offer “sensuous shades so wickedly gorgeous, who needs beauty sleep?” according to the promos. “Mirror, mirror on the wall,” indeed.
If the cross promotions work, they can be a win-win for both the movies and the makeup lines, says Prof. Samuel Craig, an expert on the entertainment industry and marketing strategy at New York University’s Stern School of Business.
“Makeup is a very crowded category and it’s tough to get noticed,” Craig says, so movie branding is one way to stand out. And even though many of the branded cosmetics are available for only a fleeting time, it may be long enough to spur a sale to a new customer. “People who like the star and like the movie think, ‘I’ll try it,'” he says. “People see it and they want to be part of that magic.”
The Amazing Spider-Man 2
There was magic aplenty for those feeling a tad superhero-ish. Still available are nail polishes and lip glosses in “The Amazing Spider-Man 2” line from Revlon, which hit store shelves along with the flick in May. Though Emma Stone, the movie’s glamorous star, appears in the brand’s ads, the makeup’s marbleized effect was actually inspired not by her character, Gwen Stacy, but by baddie Electro, played by Jamie Foxx.
Photo via Facebook.
The Hunger Games
Perhaps a dystopian, hungry-girl look is more your thing. CoverGirl created a makeup collection inspired by “The Hunger Games” series, offering makeup based on each of the 12 districts depicted in the movies starring Jennifer Lawrence. Not sure you’d necessarily want to wear some of these extreme looks to work—District 4’s Fishing theme with its blue lips, gold neck and speckled eyebrows might draw the boss’s scrutiny—but the limited-edition “Capitol Collection” can certainly help you project that fight-to-the-death feel. Products include “Flamed Up” mascara; eye pencils in hues of Silver Flame and Lime Green Flame; and nail polishes in colors like Inferno, Scalding Emerald and Pyro Pink. Although the line is no longer available through CoverGirl, it can be purchased at retailers including Target, CVS, Walmart and Ulta.
Sephora also jumped into the game, most recently with its “Divergent“-inspired line, mostly neutral colors with themed names from the movie’s factions, like Candor Lace, Golden Honesty and Envious Chocolate One. Products are sold out online, but some can still be found on eBay and other online retailers.
What to Watch For
No word on what upcoming movies might include themed nail polish, eyeliner and the like for eager fans, although MAC tells us that it has a “number of exciting initiatives and collaborations in development” (currently hush-hush), but if “Teenage Mutant Ninja Turtles” starring Megan Fox and due out in August makes the cut, we’re guessing multiple shades of green are in the offing.
Top right photo via Facebook.