Disney’s Princess line is a nearly $5 billion-a-year business for the Mouse House. But with the exception of a wedding collection, products have mainly targeted younger girls, with everything from apparel and toys to Bibbidi Bobbidi Boutiques.
Cinderella may change that.
Disney Consumer Products has begun rolling out makeup and beauty products under a new Disney Reigning Beauties brand, with the first limited edition collection focused on the glass-slipper-wearing character.
The products, being sold exclusively at Sephora stores and on its website, includes cosmetics, fragrances and accessories, with packaging featuring stylized versions of the artwork from the 1950 animated film, which Disney released early this month on Blu-ray for the first time as part of its Diamond Edition collection.
Design of the packaging, in rich gray, purple and silver, as well as Swarovski crystal adorned special edition bottles and boxes, is clearly aimed at more mature buyers — in this case, women in their early 20s up to mid-40s, according to Disney.
“It appeals to everyone, but it’s definitely more adult,” says Erik Soto, lead artist for Sephora, who spent more than a year designing the line with Disney and developing the color palette with Pantone.
So is the pricing.
The “So This Is Love” perfume retails for $58, but if it’s in a Swarovski crystal bottle, it’s $175. The eye-shadows are $30 and $55, with the lipstick set at $25, nail polish $24.50 and compact mirror $20.
The products hit Sephora stores Oct. 13, and remain available until they sell out. San Francisco-based Sephora operates 300 stores in North America.
Aging up the princess line is seen as a way by the Mouse House to stay rele-vant to fans who grew up with the princesses and are now mothers watching their daughters play dress-up.
“This is a chance for different generations to share in the excitement of the princesses,” says Aparna Pande, VP, Disney Princess Franchise for Disney Consumer Products.
Depending on the popularity of the Cinderella line, Disney plans similar product pushes around its other princesses, including Snow White, Aurora, Ariel, Belle, Jasmine, Pocahontas, Mulan, Tiana and Rapunzel, in spring 2013 and fall 2014.