MAC Cosmetics is clearly hoping every woman wants to be Wonder Woman. The beauty brand this spring will launch a color collection based on the comic book heroine.
“People are fascinated by the power of transformation,” said James Gager, senior vice president and creative director of MAC Worldwide. “That’s something Wonder Woman has always embodied — and so has MAC. Wonder Woman uses the power of makeup to eliminate dullness and make women beautiful, which is the role our makeup artists play in real life. And part of cosmetics is fantasy. We love showing people that you can have great fun with makeup.”
Gager — who joked that the Wonder Woman lineup would “transform Plain Janes across the land” — predicted that the collection would be even more successful than the brand’s popular Hello Kitty and Barbie collaborations, which were said to do $12 million and $9 million at retail globally, respectively. Industry sources noted that Wonder Woman could generate global retail sales of about $20 million. It has been planned as a collection that will stay on shelves for about six weeks, although Gager predicted it will sell through in about two.
Pop culture has been part of MAC’s DNA since its inception in 1984, noted Gager, adding that Wonder Woman has long been on his short list for collaborations. After presenting the idea to Warner Bros., which owns the rights to the comic book character, the studio agreed.
“Wonder Woman is one of the most enduring female characters in all of popular culture and the perfect choice for this collaboration,” said Karen McTier, executive vice president, domestic licensing and worldwide marketing, Warner Bros. Consumer Products.
An oversize person called for oversize products, said Gager. “Since Wonder Woman has this amazing strength, we decided that the products in the collection should be larger than anything we do; from the size of the compacts to the jumbo blush,” said Gager, pointing to jumbo Lipglasses for $19.50, larger-than-normal blush duos for $24 and a $20 purse mirror rivaling the size of a bread plate. The cosmetics, for the most part, bring to mind an early Seventies look — a very nude contoured face with a hint of Pop-Art color, said Jennifer Balbier, senior vice president of product development for MAC Worldwide. As with all of MAC’s collections, the 42 stockkeeping units — which range in price from $14 for false lashes to $49.50 for a brush set with its own metallic utility belt, leaving one’s hands free for those bullet-deflecting bracelets — include a mix of new and re-promoted products, including lipsticks, mascaras, nail polishes and eyeliners. One of the re-promoted products is the lipstick which another powerful woman made famous in the early Nineties: Russian Red, the matte cherry color that was long Madonna’s trademark.
“Most are new shades — but there are a lot of shades in our line that we would never, ever get rid of,” Balbier said.
Compacts and cases are done in the character’s signature royal blue, fire-engine red and taxi-cab yellow with an eye-popping Wonder Woman logo. The eye shadow lineup includes iridescent white, pink and bright silver shades, as well as dark forest green, olive-bronze and lime with yellow frost; mascaras are done in shades of purple, green and blue in addition to black, and nail polishes are available in bright red and navy blue.
In addition to distribution in 767 doors in North America and 757 globally, MAC plans a pop-up store for the collection during its run. Although the line doesn’t bow until mid-February in North America and March globally, the store will open at 109 Prince Street in Manhattan after a press reception on Jan. 27. It will be open just that day, then reopened on Feb. 3 and will remain in place through mid-April, at which time it will become a new MAC store.
In-store visuals feature MAC-ized Wonder Woman cartoons. “We decided that instead of assigning a model to express the look, because the genesis of this collection was a comic book character, we worked with an illustrator to develop a comic exclusively for the displayers and visuals,” said Gager. An extensive digital media campaign, including a Foursquare component, will also be part of the mix, said Guillaume Jesel, senior vice president of global marketing for MAC.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)