(Bloomberg) — A limited-run cosmetics line based on Walt Disney Co.’s upcoming live-action “Cinderella” film virtually sold out within hours of its online introduction Thursday, two weeks before the movie’s March 13 debut.
Powders, lipsticks and glitters in baby blue “Cinderella” packaging from Estee Lauder Cos. M.A.C Cosmetics vanished shortly after going on sale at the company’s website. A $17.50 “Free as a Butterfly” lipstick was offered on EBay.com for $100. One seller was pitching all 17 pieces in the collection for $1,250.
The rush is an indication of the anticipation building for the film among female movie-goers and Disney followers. The studio is also trying to attract fans by showing a new animated short based on the 2012 movie hit “Frozen” ahead of “Cinderella” in theaters. Fans took to Twitter to express their disappointment that the products sold out so fast.
“I had an alarm and everything,” Carli Bybel, a beauty blogger, said in a Twitter posting when she realized Cinderella items were already sold out. “The struggle is real.”
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An assortment of the products will appear in stores starting March 5.
Disney didn’t respond to a request for comment. M.A.C Cosmetics didn’t have any immediate comment on sales.
The studio also partnered with nine luxury shoemakers to produce a collection of footwear reminiscent of Cinderella’s glass slippers. They go on sale next month at retailers including Harrods and Saks Fifth Avenue.
The film, directed by Kenneth Branagh and starring Lily James in the title role, is forecast to produce ticket sales of $66 million in its weekend debut in the U.S. and Canada, the estimate of BoxOffice.com.
“This movie has everything going for it,” said Phil Contrino, chief analyst at BoxOffice.com, who predicted the movie could be bigger than last year’s live-action feature “Maleficent.” “Disney is on a roll with princess movies.”
“Maleficent,” which also had a M.A.C cosmetics campaign to run alongside its release, grossed $69.4 million when it opened in May 2014. The film cost Burbank, California-based Disney $180 million to make, according to researcher Box Office Mojo, and produced $758.4 million in worldwide ticket sales, a sum that’s split with cinemas.