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.’”
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews