Sephora is headed to the movies this spring.
This story first appeared in the February 21, 2014 issue of WWD. Subscribe Today.
The retailer is partnering with Summit Entertainment/Lionsgate to produce a limited-edition color cosmetics collection designed around the upcoming movie “Divergent,” which stars Ashley Judd, Kate Winslet, Shailene Woodley and Tony Goldwyn. The film will open nationwide on March 21.
The collection will bow in all Sephora doors — which number 348 freestanding stores and 466 Sephora Inside J.C. Penney stores — the week of March 21, and online earlier in March, said Margarita Arriagada, chief merchant of Sephora.
“This is the first time we’ve done a film collaboration,” noted Arriagada. “The story line is about discovery and female strength, and has many alignments with our mission and DNA.”
A $59.50 Multi-Piece Collector’s Kit contains three limited-edition eye shadow palettes, a cheek palette and four lip glosses inspired by the traits of each “Divergent” faction. Each of the three eye shadow palettes includes four High Pigment Eye Shadows, plus one High Gloss Transforming Eye Shadow. The transformer shades impart a diamond illusion, mirrorlike reflection that is transparent when applied dry and translucent when wet, said Arriagada. Each transformer shade can be snapped off of the palette it’s attached to, which is intended to give customers the most shade choices possible, she said.
The Divergent Limited Edition Multi-Piece Collector’s Palette, $32.50, contains three High Pigment Eye Shadow shades, blush, bronzer and lip gloss. The Divergent Limited Edition 7-Piece Nail Art Kit, $27.50, includes five Long-Wear Nail Lacquers, one High-Gloss Transforming Nail Lacquer and six Nail Water-Transfer Tattoos.
Sephora’s Pro Team of makeup artists helped develop the line. “For instance, the Transformer shades came out of a brainstorming session after the Pro Team visited the movie’s set,” she said.
Arriagada believes the neutral shades will appeal to consumers of all ages, especially Millennial clients.
Of the retailer’s increasing number of self-manufactured brands, Arriagada noted, “If there’s a gap in the assortment, we want to fill it, and if the market isn’t giving it to us, we will create it ourselves. And we have the ability to be nimble, which allows us to react to market opportunities like this one.”
Sephora is planning a social-media campaign and at least one personal appearance by a “Divergent” cast member in Manhattan.
Arriagada declined to discuss sales projections, but industry sources estimated that the collection would generate sales of about $1 million.