This Fall, CoverGirl will launch an advertising campaign inspired by the film along with a new line of products from the “Capitol Collection,” created specifically for Catching Fire.
According to a press release, the film’s makeup department even used CoverGirl products to “create the film’s luxurious, high couture looks” for the actors.
“With The Hunger Games: Catching Fire partnership, we wanted to redefine cosmetics’ relationship to film with a fantasy-meets-reality beauty experience,” Esi Eggleston Bracey, VP and General Manager, Global P&G Cosmetics said in a press release. “All of us at CoverGirl were captivated by Suzanne Collins’ novels and the first film, so we’re thrilled to collaborate with Lionsgate on such a bold beauty partnership.”
Lionsgate VP of Promotions and Consume Products, Paula Kupfer, added: “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.”
This isn’t the first forray into beauty products for The Hunger Games franchise, of course. Last year, Lionsgate teamed up with China Glaze to release a collection of nail polishes inspired by the first movie. The concept was met with mixed responses from fans, some of whom felt that the product tie-in conflicted with the overall message of the book.