Urban Decay Cosmetics and OPI Products have gone down the rabbit hole with “Alice in Wonderland” so consumers can get inspired by the upcoming movie when they peer into the looking glass.
Disney Consumer Products approached the two Southern California-based companies about a year ago to consider licensing agreements enabling them to interpret the characters in director Tim Burton’s take on the Lewis Carroll book “Alice’s Adventures in Wonderland” for beauty products. They quickly signed on, intrigued by the enduring tale of a young girl, the magical world Burton could dream up and the well-known actors in the film (Johnny Depp plays The Mad Hatter and Anne Hathaway is The White Queen.)
“Burton is dark and edgy, yet everything he does is really beautiful at the same time,” said Wende Zomnir, Urban Decay’s creative director and co-founder. “I felt it was a perfect match for Urban Decay to do a palette based on his vision.”
The resulting palette, a $52 limited edition “Alice in Wonderland” version of Urban Decay’s Book of Shadows products, is covered in a pattern with teapots and cups, and opens to reveal a pop-up drawing of Alice, recently shrunken by the “drink me” bottle contents, in the mushroom forest. Inside, there are 16 shadows with “Alice in Wonderland”-related names, such as a bright blue called Alice, and a white shade called White Rabbit, as well as two travel-size 24/7 Eye Pencils and one 0.13-oz. Eyeshadow Primer Potion.
Suzi Weiss-Fleischmann, OPI executive vice president and creative director, described herself as thrilled to work on the “Alice in Wonderland” project. “Everybody wants to be somebody. If they like an actor or actress, they can associate a nail lacquer with their character, and it gets them closer,” she said. “These collaborations draw the consumer more and more to a movie and a [nail lacquer] color.”
There are four $8.50 OPI nail lacquers in the “Alice in Wonderland” set: Absolutely Alice, a blue glitter; Thanks So Muchness, a red shimmer; Off With Her Red, a vivid red, and Mad as a Hatter, a black multiglitter shade. Rolling into stores this month in advance of the March 5 movie release, the lacquers will be sold at Ulta, J.C. Penney, Dillard’s, Pure Beauty, BeautyFirst, Chatters, Regis, Trade Secret and Beauty Brands.
Also entering stores is the Urban Decay palette, which will be available at Sephora, Ulta and Macy’s. At Sephora, Zomnir detailed there are Alice-themed endcaps and point-of-sale merchandising displays set up like a bookshelf to showcase the “Alice in Wonderland” product, and tabletop displays at Ulta with enlarged renditions of the interior of the palette. It is estimated the Urban Decay “Alice in Wonderland” palette will generate more than $4 million in sales.
Johanna Mooney, Disney Consumer Products’ director, health and beauty, explained the “Alice in Wonderland” beauty collaborations are intended to build buzz and help Disney engage a broad audience. “If you look at Facebook on Urban Decay, even though they haven’t officially announced the Book, people are already asking about it,” she said. “Knowing that the Urban Decay consumer base finds it exciting that Urban Decay is partnering with Alice and Disney, that is exciting for us. It makes a woman think about Disney in a different way.”
While Disney has permitted images from its “Alice in Wonderland” properties to be on beauty products in the past — Goldie used Alice in products for Bath & Body Works three years ago and Gianna Rose Atelier launched soaps featuring characters about two years ago — Urban Decay and OPI are the first beauty brands to translate Burton’s ideas and are aimed at cutting-edge beauty consumers older than typical Disney cartoon watchers. Younger, mass consumers, however, will also be privy to “Alice in Wonderland”-branded beauty products when a line produced under license by Townley Cosmetics hits Wal-Mart and Hot Topic, among other retailers, this summer.
Mooney believes the new “Alice in Wonderland” beauty products could move fast and become coveted by collectors. It has happened before. Mooney noted Carol’s Daughter’s “The Princess and the Frog” merchandise called A Magical Beauty Collection sold out in less than a day on the hair care brand’s Web site, and a Disney Couture Minnie Mouse handbag retailing for $100 was priced as high as $3,000 on eBay last year prior to the holidays.
“All I am hearing is that people can’t wait to get their hands on that thing,” said Zomnir of the Urban Decay palette. “I suspect we will see quite a few of these on eBay.”
For her part, Weiss-Fischmann admitted the most memorable outcome of the “Alice in Wonderland” collaboration would be an encounter with Depp. “My request is that I want to meet him,” she pronounced, “or, at least, [get] a picture that says, ‘With love to Suzi.’”
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye