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Beauty Industry

CoverGirl To Sponsor A Movie

The beauty brand has announced its first-ever major movie sponsorship.

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By: Jamie Matusow

Editor-in-Chief

CoverGirl has announced it will sponsor Lionsgate’s The Hunger Games: Catching Fire, scheduled for release in North American theaters on November 22, 2013.

The brand will launch a creative advertising campaign inspired by the film, featuring new products from the brand’s upcoming Capitol Collection from The Hunger Games: Catching Fire. The film’s cast includes Jennifer Lawrence, Liam Hemsworth, and Josh Hutcherson.

“With The Hunger Games: Catching Fire partnership, we wanted to redefine cosmetics’ relationship to film with a fantasy-meets-reality beauty experience,” said Esi Eggleston Bracey, vice president and general manager, Global P&G Cosmetics.

Bracey continued, “The film inspired CoverGirl campaign coming out this fall truly will bring beauty transformation to life in an aspirational, dramatic fashion.”

Paula Kupfer, Lionsgate’s vice president of promotions and consumer products, said, “The exquisite beauty and style in the world of the Capitol is a focal point of this film. Partnering with an innovative brand like CoverGirl to create an additional layer of beauty storytelling and inspiration for the fans is new territory that we’re delighted to explore.”


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