Cosmetics giant brokers its first major film campaign with 'Hunger Games' franchise.
CoverGirl is stepping up to give Katniss Everdeeen her latest makeover.
The cosmetics giant has brokered its first major movie sponsorship with Lionsgate to tie-in with “The Hunger Games: Catching Fire,” out Nov. 22.
As part of the deal, CoverGirl will launch an ad campaign that’s inspired by the sequel and features new products from the brand’s upcoming Capitol Collection. Partnership makes CoverGirl the exclusive makeup partner for the film one of the rare tentpoles in recent years that is giving beauty brands an opportunity to reach younger women.
The companies are celebrating the partnership at a Cannes Film Festival Gala on May 18th.
CoverGirl products were used by the film’s makeup department during the production, which again stars Jennifer Lawrence, and will feature more of the over-the-top citizens obsessed with high-couture looks that live in the Capitol. Francis Lawrence directed the sequel and will return for the third and fourth installments.
“We wanted to redefine cosmetics’ relationship to film with a fantasy-meets-reality beauty experience,” said Esi Eggleston Bracey, VP and general manager, global P&G Cosmetics in why it wanted to pair up with “The Hunger Games: Catching Fire.” “All of us at CoverGirl were captivated by Suzanne Collins’ novels and the first film, so we’re thrilled to collaborate with Lionsgate on such a bold beauty partnership with the release of ‘The Hunger Games: Catching Fire.’”
Paula Kupfer, Lionsgate’s VP of promotions and consumer products brokered the pact with CoverGirl.