CoverGirl Creates Star Wars Collection

The force is with them! CoverGirl is collaborating with Lucasfilm to launch “an expansive, historic promotional campaign” in support of “Star Wars: The Force Awakens,” the next episode in the “Star Wars” franchise, which is set to open on Dec. 18. The cosmetic line is one of seven brands working with the movie company.  

According to Lucasfilm, the companies have developed “break-through, custom creative campaigns, and innovative programs and activations for their target audiences.”

Global creative design director Pat McGrath designed a series of six beauty looks inspired by the film, its iconic characters and key themes, using new limited-edition CoverGirl’s Star Wars Makeup Collection SKUs and existing products. There are six avant-garde looks representing the Light Side and Dark Side. 

“We are thrilled to be working with such a stellar roster of promotional partners. The Star Wars brand has endured over the years, across generational audiences because it connects with people in a very special way,” said Lynwen Brennan, general manager, Lucasfilm. “Our partners have all delivered original, stand-out campaigns that capture the familiar fun and excitement of our galaxy far, far away that we hope will delight fans as they get ready to experience Star Wars: The Force Awakens.”  

Other brands in the campaign include Max Factor, Duracell, automaker FCA US LLC, General Mills, HP and Subway.

CoverGirl’s Star Wars Makeup Collection will be available online starting Sept. 4, and in mass-market, drug and food retailers starting in mid-September until supplies last.

In other CoverGirl news, to mark the start of the second year of the #GirlsCan program, the brand is launching a video content series on YouTube produced by journalist and documentarian Soledad O’Brien. The series features stories of four women who have faced challenges, forged ahead and defied the odds to achieve their dreams, setting an example for many other women—Latina rap star Becky G, transgender model and entrepreneur Geena Rocero, a female military veteran coping with PTSD and the closest female in the US to achieving the chess title of “Master.”