Goldie is building its Magic Kingdom franchise.

This story first appeared in the December 21, 2007 issue of WWD. Subscribe Today.

After creating a series of Alice in Wonderland cosmetics in 2005, the three-year-old beauty brand has jumped on board with Walt Disney again with the launch of Tinker Bell products last month. Per Goldie’s exclusive contract with Bath & Body Works, the Disney lineups by Goldie are currently distributed in about 100 BBW flagships.

“She [Tinker Bell] was a big character to tackle, but we wanted to do it in an edgier way,” said Sheila Ullery, Disney’s global director of health and beauty. “From a retailer perspective, we know Tink sells, so we need to keep refreshing it in a modern way. It was a natural extension to have a cosmetic range.”

Before reinterpreting the sassy fairy, Jeanne Chavez and Dineh Mohajer, who founded Goldie three years ago (after the duo sold their Hard Candy cosmetics brand to LVMH Moët Hennessy Louis Vuitton in 1999), scoured the Disney archives for images of Tinker Bell through the decades. They then set about changing the tomboy they saw to a Jean Harlow-meets-Disney temptress wearing a short green dress and vibrant eye shadow, lipstick and blush.

“We really glamorized her and made her beautiful,” said Chavez.

About 10 artists retained by Goldie worked on the character design, they said, and Disney pitched in with an in-house character artist of its own.

Although the two worried that Disney would be hesitant to run with Tinker Bell as a vamp, the company embraced the look. “When we first saw the artwork, we thought we had a hit on our hands,” said Ullery. “They are spot-on with trend. We don’t try to hold them back.”

There are nearly 15 Tinker Bell by Goldie products, including a $25 lip and eye compact, $8 nail lacquer, $10 lip gloss, $5 night stars face and body stamp, $16 bath bubbles, $14 shimmer wand, $18 shimmer spray and $16 body lotion.

The packaging sparkles with glitter on Tinker Bell’s blue wings and gold components. “It is a lot different than the competition with basic black packaging,” said Ullery. “If you have an artistic personality, you are going to want to pull this out of your bag.”


Ullery, Chavez and Mohajer declined to discuss sales of Tinker Bell products. “By all indications, it is surpassing Alice,” Ullery noted. “Women are coming into Bath & Body Works after seeing it online and saying, ‘Can I have this?'”

Disney and Goldie connected three years ago through Quincy Jones’ daughter Kidada Jones, designer of the fashionable Disney Couture line. Disney was on the hunt for trendsetters who could make its iconic characters cool to an audience of 18- to 29-year-olds. By all accounts, the partnership will continue with new characters slated to get the Goldie treatment in upcoming seasons.

“We are looking at a couple of different options with them. We look at the trends around the globe, and we see which character is rising to the top,” said Ullery. “There might be an interim plan with different types of categories that we go into.”