First the book, then the movie — and now comes the makeup.
This story first appeared in the October 31, 2014 issue of WWD. Subscribe Today.
Make Up For Ever is out to tap into the hype surrounding E.L. James’ bestselling BDSM-inspired “Fifty Shades of Grey” by launching a makeup line inspired by the novel (although it isn’t saying exactly what parts of the book inspired the collection).
The limited-edition line will hit counters on Dec. 26 while the movie of the book starring Jamie Dornan as Christian Grey and Dakota Johnson as Anastasia Steele is due to come out Feb. 13, just in time for Valentine’s Day.
While whips, chains and the odd riding crop will presumably be all over the film, there’s no sign of them in the cosmetics packaging (there is rope involved, though). Like the previously virginal Ms. Steele, the cosmetics collection starts out sweet and gets increasingly passionate and sultry. In the case of the cosmetics line, at least, there are also a few threesomes. Tease Me Lip Trios — each with a smudge-proof lip liner, a highly pigmented and long-wearing lip gloss and a lightly textured lip gloss — will be available in Innocent and Passionate, each $32. A blush trio, Desire Me, will retail for $49 and is tucked inside a velvet pouch with a soft rope tie and a key. Give In To Me, the largest set, includes a four-eye-shadow palette, eyeliner, lipstick and lip gloss. It will be packaged in a keepsake box with a hidden compartment and will retail for $79.
The promotional efforts will include hints and tips from Victoria Down, who is heading up the makeup department for the film. Down will share techniques via notes tucked into the kits, as well as on various digital platforms. Print advertising starts in the January issue of Cosmopolitan; social media will begin at the end of December, and digital media will start in mid-January.
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While Make Up For Ever is currently carried in more than 350 Sephora stores, 446 Sephora inside J.C. Penney stores and 12 Make Up For Ever boutiques in the U.S. and Canada, the “Fifty Shades” collection will be exclusive to Sephora and sephora.com. Executives declined comment on projected sales, although industry sources estimated the lineup could do $5 million at retail in its time on counter.