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It’s a Wonderland for Cosmetics Companies

Color cosmetics companies tie-in to Disney movie.

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By: Jamie Matusow

Editor-in-Chief

In March, Disney rolls out its “Alice in Wonderland” movie and two cosmetics companies have signed on with product tie-ins. Urban Decay Cosmetics, for example, introduced a $52 limited edition “Alice in Wonderland” version of Urban Decay’s Book of Shadows products. It includes 16 shadows with Alice in Wonderland-related names, such as a bright blue called Alice, and a white shade called White Rabbit, as well as two travel-size 24/7 Eye Pencils and one 0.13-oz. Eyeshadow Primer Potion.

There are four $8.50 OPI nail lacquers in the “Alice in Wonderland” set: Absolutely Alice, a blue glitter; Thanks So Muchness, a red shimmer; Off With Her Red, a vivid red, and Mad as a Hatter, a black multiglitter shade. Rolling into stores this month in advance of the March 5 movie release, the lacquers will be sold at Ulta, J.C. Penney, Dillard’s, Pure Beauty, BeautyFirst, Chatters, Regis, Trade Secret and Beauty Brands.

Also entering stores is the Urban Decay palette, which will be available at Sephora, Ulta and Macy’s. At Sephora, Zomnir detailed there are Alice-themed endcaps and point-of-sale merchandising displays set up like a bookshelf to showcase the “Alice in Wonderland” product, and tabletop displays at Ulta with enlarged renditions of the interior of the palette.

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