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By Christine Esposito, Associate Editor | October 28, 2013

Disney’s licensing empire dabbles in cosmetics and fragrances for grown-up princess and villain wannabees.

The most powerful brand in entertainment is dabbling in cosmetics and fragrance these days, looking to tap into consumers desires to be pretty—and a bit wicked too.

In connection with the release of “The Little Mermaid” Diamond Edition Blu-ray, Disney Consumer Products (DCP) has created a new collection of Princess Ariel products that go beyond toys and dolls to include beauty products. While most of the products are geared for kids, another target for the collection is millennial moms—all those little girls who grew up entranced by the 1989 flick. That’s because many of these consumers are shopping for their own offspring, and all wear their own cosmetics (rather than their mother’s).

The Little Mermaid line is available in mass, department and specialty retailers nationwide, including Sephora, which is touting an exclusive Disney Ariel Collection $19.00-$58.00).  The collection entails assortment of cosmetics, a signature fragrance and “princess-worthy” accessories.

Disney is also banking on consumers’ interest in channeling their inner villain too.

DCP has also rolled out a second Disney Villains collection, which is said to embody beloved characteristics of villains like Cruella De Vil, Evil Queen, Maleficent and Ursula.  The offerings—which range from beauty look books and nail polish to false eyelashes and cosmetic bags—are available exclusively at Walgreens locations.

Cosmetic brand e.l.f, is back on board with this latest villain project, having worked with Disney last year.

 “Working with Disney and Walgreens again this year was such a thrill! I have long been a fan of the iconic Disney characters, so when we were approached with the opportunity to bring these classic characters to life again, naturally we jumped on the chance,” said Achelle Dunaway, creative director of e.l.f. Cosmetics.   

The new e.l.f. Cosmetics Disney Villains Look Book ($9.99) features one eyelid primer, six eyeshadows, one brightening eyeliner, one liquid liner, one mascara, one lip color and one eyeshadow brush.

“The range is a magical assortment that depicts each villainous character in their likeliness through colors and mood.  The idea is you can recreate these loved characters in a gorgeous everyday makeup look inspired by the film,” Dunaway told HAPPI.

The Cruella De Vil look book embraces the “wretched heiress’ style” with a neutral palette of eyeshadow shades including Maniac, Puppy Love, Fur, Cruelty, Eccentric and Stolen. The Ursula look book provides a vibrant palette of colors including Coral, Sea Witch, Shell, Kiss the Girl, Triton and Bewitched. The Evil Queen look book eyeshadow shades include Huntsman, Jealousy, Majesty, Witch, Vanity and Dark Magic. The Maleficent look book including Flora, Fauna, Spell, Deep Sleep, Thorns and Raven Black.

Ardell, the nail company brand owned by American International Industriesis, also involved in the Villain product assortment.
TheDisney Villains ArdellLash Sets ($7.99) offer three lash styles, lash adhesive and step-by-step tutorials.

Also for nails is the e.l.f. Disney Villains 12-piece nail polish cube ($9.99), which features four polish trios including Cruella De Vil (Nude, Smokin Hot, and Smoky Brown, Evil Queen: Pot of Gold, Cranberry and Thunderstorm), Maleficent (Bubble Gum Pink, Mod Mauve and Gina Girl) and Ursula (Coral Dream, Mint Cream and Sea Escape).

To celebrate the launch of the Disney Villains collection, Walgreen is hosting makeover events in New York, Chicago and Los Angeles during October.

DCP—the business segment of The Walt Disney Company—is billed as the world's largest licensor. Its business is aligned around five strategic brands—Disney Media, Classics & Entertainment, Disney & Pixar Animation Studios, Disney Princess & Disney Fairies, Lucasfilm and Marvel.

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