After launching a successful line of makeup based on Disney’s villains last fall, MAC Cosmetics has brokered a deal with Warner Consumer Products to create a similar line around a superhero: Wonder Woman.
Product line will include eye shadow, lipstick, powder blush packs, eye liner and nail polish sold in bright, colorful packaging that prominently features the Amazon warrior. Items bow in MAC stores and retailers that carry the company’s products on Feb. 10 in North America and overseas in March.Warner Bros. has been eager to find ways to build up the Wonder Woman brand as a major revenue generator as the studio looks to launch TV shows around the DC Comics character, introduced in 1941, and a feature film.
The character has been a central figure in Warners’ animated TV shows and direct-to-DVD films.
WBCP has already been exploiting its Super Girl brand to compete with Disney’s popular princesses line.
“Wonder Woman is one of the most enduring female characters in all of popular culture and the perfect choice for this collaboration,” said Karen McTier, exec VP of domestic licensing and worldwide marketing, Warner Bros. Consumer Products.
MAC’s Disney-based “Venomous Villains” line revolved around Cruella De Vil from “101 Dalmatians,” Maleficent from “Sleeping Beauty,” “Snow White’s” Evil Queen and Doctor Facilier from “The Princess and the Frog.” That collection was priced from $12 to $30.
In choosing its next character to tie-in with, the company gravitated to Wonder Woman’s embodiment of transformation.
“Wonder Woman uses the power of makeup to eliminate dullness and make women beautiful, which is the role our makeup artists play in real life,” said James Gager, senior VP and creative director of MAC Cosmetics. “Part of cosmetics is fantasy. We love showing people that you can have great fun with makeup.”