For makeup brand Too Faced, this holiday season will be all about decking the halls, literally.
For its first designer collaboration, Too Faced has partnered with Bravo’s “Million Dollar Decorators’” star Mary McDonald to create Joy to the Girls, a holiday collection inspired by McDonald’s signature geometric chevron patterns.
Cofounder and creative director of Too Faced, Jerrod Blandino, originally teamed up with McDonald while redecorating his home and according to Blandino, the duo instantly clicked. “This is a really unique collaboration because it started off as a personal relationship first,” said Blandino. “[McDonald] has an amazing aesthetic. It’s modern, yet classic. She is “Too Faced” in every way. With this collection we want people to be able to get a piece of this universe where Jerrod and Mary live. He designs faces and she designs places!”
Launching October 1, the collection consists of four makeup palettes. With each comes a variety of products meant to impart a specific look.
Jingle All the Way, $25, holds 11 eye shadows, blush, bronzer and a limited-edition iPhone 5 case. A Few of my Favorite Things, $56, contains 20 eye shadows, two blush shades, two bronzers, a full-size Lip Injection Color Bomb and a deluxe Better Than Sex Mascara. Be Merry and Bright, $45, is comprised of two palettes with six eye shadows in each, one bronzer in each, one blush in each, Luminizer, Lash Injection Mascara and an instruction booklet called Be Merry and How-to Be Bright Glamour Guide. Joy to the Girls, $45, includes 15 limited-edition eye shadows, Lashgasm Mascara and a Glamour Guide with three looks. “If you’re a fashionista, you need to transform yourself wherever you go,” explained McDonald. “We wanted to find what’s really fun and lively and would attract young women.”
The holiday assortment combines Too Faced’s pink branding with McDonald’s signature pattern. “You shouldn’t have to explain something visual,” said Blandino when talking about the packaging. “There needs to be an immediate visceral reaction.”
Both noted that their favorite is A Few of My Favorite Things. “We built the palette from the ground up,” she said. “[During the holidays is] when you can go very decorative and it’s not seen as corny. For Christmas it’s so appropriate.”
In the U.S., Joy to the Girls will be sold in about 1,700 doors, and 400 doors internationally. A Few of My Favorite Things will be sold exclusively at Sephora. Be Merry and Bright and will be sold exclusively at Ulta and Jingle All the Way and Joy to the Girls will be available at both retailers and on Toofaced.com.
While executives declined to comment on sales projections, industry sources estimated that Joy to the Girls could do $12 million at retail.
“We’re great friends,” said Blandino. “So you never know what will happen, but as of now this is a one-time thing.”
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