American drugstore make-up brand CoverGirl is to release a collection inspired by the latest film in the iconic Star Wars franchise, acknowledging the licensing opportunities for female sci-fi fans.
Ahead of the release of the much anticipated movie Star Wars: The Force Awakens (set for December 18 2015), CoverGirl’s collection features six looks styled by cult British make-up artist Pat McGrath, who also collaborated on the line’s development.
Based on the opposing forces that control the Star Wars universe, three ‘light side’ looks and three ‘dark side’ looks have been created – with two released as a teaser. Droid is modelled after the franchise’s lovable golden bot C-3PO, while Stormtrooper features black and white geometric lines to encapsulate the military nature of the evil soldier army.
"Metallics are hot this season and fit perfectly with the film,” McGrath told US beauty magazine Allure. For more, see our beauty coverage of the S/S 15 catwalk season, where metallics were indeed a strong direction. See also our recent coverage of Couture, where further strong metallic looks suggest the trend will continue for A/W 14-15.
Launching online on September 4 2015, the make-up collection will comprise six limited edition lipsticks, three nail polishes and two mascaras in packaging inscribed with Star Wars quotes, including: “May the force be with you.”
From a licensing perspective, the move acknowledges the sizeable female Star Wars fan base and the number of women taking an interest in sci-fi and fantasy-based entertainment content. Brands that do so are growing in influence.
Her Universe – the US-based ‘fangirl fashion’ label that was launched in response to the lack of sci-fi merchandise cut for the female body shape – presented a runway collection at this year’s Comic-Con event in San Diego, and is set to launch a reality TV series similar to Project Runway. For more, see Pop-Culture Round-Up: August 2015.