Stila wants consumers to be able to instantly steal Hollywood red-carpet looks.
The makeup brand is releasing five products co-branded with E network’s pre-award show program “E! Live from the Red Carpet” in January exclusively in Ulta stores: $25 palettes with six eye shadows and convertible color for lips and cheeks in three varieties to mimic different red-carpet beauty mainstays; a $42 blockbuster palette with 21 shadows, two convertible colors and two cheek colors, and a $20 eye shadow palette with four shades. The products and Stila celebrity makeup artist Sarah Lucero will be featured in “E! Live from the Red Carpet” on-air segments during the upcoming movie award season.
“Our demographic is watching E 100 percent,” said Jill Tomandl, vice president of innovation, product development and package design at Stila. “It [the “E! Live from the Red Carpet” collection] gives them the touch of Hollywood and to aspire to be like that.” She and Deanna Kangas, president and chief executive officer of Stila, said the products would allow women to replicate clean, classic beauty looks; sultry, smoky eye looks, and trendy, of-the-moment looks they spot on the red carpet in their homes.
The typical “E! Live from the Red Carpet” viewer is a female and 18 to 34 years old, according to Suzanne Kolb, president, marketing, news and online, E Entertainment and The Style Network. She said viewers sometimes verge on being obsessive about tracking stars’ red-carpet beauty and fashion choices — and what they watch on the E network programming can carry tremendous weight. “When people see things on the network, it does influence them,” she said. “There really is this opportunity to influence both trends and product purchases.”
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Asked whether the Stila partnership would compromise the channel’s content, Kolb said content is driven by editorial decisions.
“We have to keep that integrity intact,” she said.
M. Bolyard, senior vice president of prestige cosmetics at Ulta, was optimistic Stila’s “E! Live from the Red Carpet” products would perform well at retail. “Every woman likes this feeling of a little bit of glamour. The nice thing about the way these products are being put together is that they are very approachable,” she said. “Lots of women, including our customers, love to watch the [movie award] shows and see what is the latest in fashion and beauty.”
Industry sources estimated that Stila’s “E! Live from the Red Carpet” franchise would exceed retail sales of $5 million in its first year.