The Paris-based Make Up For Ever is continuing to build upon its Artist franchise, and its tapped Jessie J to help.
The 28-year-old singer, who was born Jessica Ellen Cornish, is the latest artist to partner with the brand. These artistic partnerships kicked off with Charlie XCX launched the Aqua XL Eyeliner Pencil (in 20 shades) this spring, followed by the Artist Rouge collection, a range of 45 lipsticks unveiled by Icona Pop this summer. All of these launches are part of Make Up For Ever’s permanent collection, including four upcoming product ranges that Jessie J will help roll out over the course of the next year within the brand’s Artist collection.
But the deal with Jessie J is the largest yet. While the previous two collaborations were one-offs, Make Up For Ever has contracted Jessie J for an entire year, which means four product launches and corresponding video content, with makeup transformations cocreated with Sammy Mourabit included in each. Also, the singer worked on a new track with the brand — a remix of Frankie Valli’s “Can’t Take My Eyes Off You” — that comes out today.
“The music video is a way to connect fans with these new, high-performance products through song and a unique visual experience,” Jessie J said of the cross promotion between product and content. “I had creative freedom to drastically change my look throughout the video using makeup. I even changed my hair color with each look, to celebrate past, present, and looks I have never done.”
You May Also Like
A three-prong strategy is key, according to Carlota Macieira-Thevenot, senior vice president, marketing and communications, at Make Up For Ever. She noted that product, content and music are central to the partnership, which kicks off at retail on Jan. 17 with Acrylip, a lip paint that will come in 10 shades.
“Because we wanted to put the emphasis on color and on the Artist Collection of products…we decided to choose an artist who transforms herself all through the year,” Macieira-Thevenot said.
She described the formula as rich, textured and highly pigmented. Each Acrylip, which has a high shine finish that she likened to acrylic paint, will retail for $24.
“It’s a big part of our business, and it’s a big endeavor. This collaboration is here to energize our color business,” Macieira-Thevenot said of working with talent such as Jessie J and the role of the Artist Collection within the company, which was founded in 1984. “It’s definitely part of the brand platform and how we communicate what we do. We are a professional makeup brand coming from the stage, and this is way to celebrate all the artistry coming from the stage — and leveraging the energy that comes from music and the entertainment world into our product creation.”
She declined to comment on sales projections or Jessie J’s fee, but said that in addition to product, video and promotion of the track, Make Up For Ever will support the singer on stage throughout the year in festivals, concerts and video clips. With the addition of Jessie J’s role in the Artist franchise, though, coupled with the previous launches, an industry source said the collection could soon do close to $100 million in sales at retail.