Amid the action figures and lightsabers that highlighted the Star Wars merchandise bonanza on Force Friday, CoverGirl previewed a new The Force Awakens makeup collection online before it hits stores mid-September.
The limited-edition line stands out as a rare Star Wars collaboration geared toward female fans, but it’s not alone as a movie tie-in makeup line. While such partnerships are becoming more common, there’s nothing new about turning to the beauty industry for help to spread the word about an upcoming film.
Earlier this year CoverGirl launched a Pitch Perfect 2 collection (to considerably less excitement than the Star Wars line) that coincided with the film’s release in May. The company also created a noteworthy Hunger Games collection in 2013—though probably not for the reasons it hoped. The Catching Fire line focused on the 12 Districts and the right combination of eyes, face, lips, and nail products to get the “look” of each District. The line was widely criticized for missing the point story, highlighting the danger tie-ins face if they’re not careful to match the tone of a movie and its messages.
That being said, there have been plenty of cases of such partnerships finding success.
A company that has consistently released tie-in nail polish collections is OPI. OPI’s nail polishes in these tend to have more distinctive names than colors, but always seem fitting for the films they’re promoting. The number of lines it’s released in the last five years are numerous. In 2010 it released a Burlesque line and a Shrek Forever After collection while the following year the company sold a line inspired by Pirates of the Caribbean: On Stranger Tides and another inspired by The Muppets. It tackled superheroes with a 2012 collection for The Amazing Spider-Man and spies with a James Bond collection for Skyfall that included a pricey 18-karat-gold-leaf top coat. More recent collections include Muppets: Most Wanted and Fifty Shades of Grey. The collections usually receive a good deal of coverage and must do well for the company to keep pursuing such partnerships.