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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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Second, the licensing deal has to make sense for both the studio and the makeup company. There are many ways that these two parties can go about making licensing agreements; the licensee will typically pay the licensor a fee to use the trademarked images from the movie, and will also pay royalties from the product sales.

But since studios will get a percentage of the sales as royalty fees, they will act as watchdogs while seeking quality and inspiration from makeup brand owners and the delivery of products that will sell. If a studio suspects a product line will garner only a lukewarm reception, they may request a certain minimum in royalties from the makeup company.

Indeed, 2010 looks like a watershed year for 3D movies and makeup-worthy movies—with surefire movies such as Toy Story 3 and Shrek Forever After slated for release (and don’t forget the next in the Twilight series, Eclipse). And though not all 3D movies are makeup worthy, of course, there’s no question that we are just at the horizon of the new golden age of movie making and makeup creativity, and the best makeup licensing deals are yet to come.

Charu Suri is the editor in chief of, and has covered the beauty beat for more than five years—and has written for publications such as Allure and American Fitness magazine. She is also editor of the quarterly beauty publication Beauty Handbook/Reinventing Beauty magazine published by CVS and Rite Aid. Charu is passionate about trends within the ever morphing beauty industry, and maintains her own beauty blog,

Ron Robinson is the founder of, an online beauty community that uniquely connects consumers with beauty experts and unbiased advice. He works with brands to engage the community for consumer insights via targeted polls, custom surveys and focus groups. He is a 20-year product development executive who has worked for leading beauty companies, including The Estée Lauder Company, Avon Products and Revlon Products. He has been a featured beauty expert for CBS News, the Los Angeles Times, WWD, Self magazine, and Allure magazine.