CoverGirl Pretties Up ‘Hunger Games: Catching Fire’

hunger games catching fire

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.

SEE ALSO: Jennifer Lawrence to star in ‘Ends of the Earth’ drama

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.

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 2

Leave a Reply

2 Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More Film News from Variety

Loading