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Licensing in Color: Movie-inspired Makeup

By: Charu Suri and Ron Robinson
Posted: April 6, 2010, from the April 2010 issue of GCI Magazine.
Photo courtesy of HCT Packaging

Makeup brand owners have embraced movies and tapped into their blockbuster potential. Photo courtesy of HCT Packaging.

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The leap from licensing toys to licensing makeup is not a hard one to make, especially since women from all over the world have been trying to look like Sophia Loren and Grace Kelly ever since these gorgeous goddesses hit the silver screen. So when makeup companies like Twilight Beauty marketed palettes to recreate the Bella Swan look with its Luna Twilight Just Bitten staining balm, Twilight Venom and Immortal Liquid Body Shimmer, the industry sat up and took notice.

Bath & Body Works was also quick to jump on the Twilight craze, introducing three movie-inspired products just as brooding vampires started to win the hearts of America and the world. Its offerings included the DuWop Twilight Lip Venom, Twilight Woods Body Lotion and a Twilight Woods candle.

In fact, when Twilight hit the theaters in late 2008, sales of pale foundation soared, sending worshippers of traditional bronzers and self-tanners hiding for cover under porcelain skin. According to the online beauty shop FeelUnique.com, sales of pale makeup rose by 200% in October 2009, just when New Moon started to hit theaters. Their best selling product? A fine and pale pink illuminating powder by Bare Escentuals called Mineral Veil.

Makeup Takes Center Stage

Of late, makeup brands have embraced movies and tapped into their blockbuster potential. Hits like Avatar and Tim Burton’s Alice in Wonderland have spawned makeup confections by Milani, Avon, OPI and Urban Decay, to name a few, and the products are already flying off the shelves as though they were collectibles.

Disney Consumer Products approached Urban Decay and OPI to create makeup products inspired by the Alice in Wonderland movie, and the result was magical. Urban Decay’s Alice In Wonderland Book of Shadows makeup palette is like a treasure chest.* When you open the lid, you see a marvelous pop up of Alice gazing at a field of mushrooms. This childlike artistic rendering frames a handy mirror. The 16, richly pigmented eye shadows are all named after characters or places in Alice in Wonderland (from White Rabbit to Curioser).