Villains can be colorful characters, and Harley Quinn from “Suicide Squad” is no exception, literally and figuratively. In the movie, which premieres Aug. 5, Margot Robbie, who plays Quinn, sports bleached hair with bright pink and blue at the ends. Using that look as a jumping-off point, the hair-color brand Splat created a collection of 11 vivid hair hues for Wal-Mart, Target, Walgreens, CVS, Rite Aid and Hot Topic.
“Harley Quinn is so much fun. She’s definitely right for our target audience, and we thought the movie was a great fit to build brand awareness,” said Helen Crutchfield-Christoni, vice president of marketing for Splat parent company Developlus Inc. She added, “We printed only 350,000 pieces of these. They are very limited and are already selling out like crazy.”
Splat designed 10 different boxes to house the 11 colors in the “Suicide Squad” lineup. Quinn is featured on all the boxes except for one containing the shade Scream Green, which is covered with the Joker, who is played by Jared Leto. Crutchfield-Christoni expects Pink Fetish and Blue Envy, the closest matches to Quinn’s hair colors in the movie, to be bestsellers in the “Suicide Squad” collection. The other shades are Purple Desire, Lusty Lavender, Crimson Obsession, Bleach, Luscious Raspberry, Berry Blast, Aqua Rush and Pink & Blue. In addition to dyes, the kits come with special-edition “Suicide Squad” comic books.
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Splat introduced the “Suicide Squad” kits, which are priced at $8.99 each, at Beautycon in Los Angeles on Saturday, where the brand reproduced Quinn’s vibrant hairstyle on 400 heads, with blue and pink chalk. Interest in the colors affiliated with the movie parallels high demand generally for dazzling hair colors. “It’s been a great year for the company,” said Crutchfield-Christoni. “People love playing with fantasy color. You have a two-day customer, a two-week customer and a two-month customer. People want to play temporarily, or they will jump right into a color.”