When I popped in to MAC Cosmetics to check out the Dame Edna line last week, a pretty young saleslady whispered in my ear that the Hello Kitty collection will launch at the Las Vegas outlet on February 13th (and Nationwide).
Yes, amid a swirl of intrigue, MAC joined forces with Sanrio Global Consumer Products to create a "Hello Kitty" color cosmetics collection.
"MAC has been mining pop culture since the brand was founded," asserted John Demsey, group President of the Estée Lauder Cos. Inc.
"This is a sexy and innocent fashion line. A true MAC moment. In these times, everyone can use a little fun and a little Kitty."
James Gager, senior Vice President and creative director of MAC Worldwide added that the idea was a "no brainer".
"We cater to people who love to play with makeup."
Like moi?
"They had never done makeup before and I was certain that all those women who already own a bit of Hello Kitty would also want to own branded makeup," Gager gushed enthusiastically.
"We are thrilled to partner with a brand that shares the vision of offering an innovative, authentic and transforming experience to our loyal fan base,” piped in Janet Hsu, President of Sanrio.
Janet Hsu is President of Sanrio.
Sanrio is well-placed in the market.
Obviously, worldwide retail sales of licensed products for 2007 was estimated at a staggering $5 billion.
So, what is the big fuss about?
For starters, it is important to note that "Hello Kitty" - although assumed to be a cat - is actually a girl who "speaks from the heart".
And, she's a pop Icon, collected by millions of adoring fans.
Ironically, she doesn't have a mouth!
"Still, she’s going to sell a lot of lipstick," the savvy business exec conjectured.
For those involved with the launch at MAC, Hello Kitty embodies many things.
"The ultimate beauty icon," noted Jennifer Balbier, who develops products at MAC.
"Hello Kitty is sweet and sexy, slightly edgy, and appeals to a wide range of customers. We wanted to reflect that through a sweet side."
In order to accomplish this, Balbier first conjured up a bit of whimsy by creating a palette of pinks for the spring launch.
Special make-up flourishes followed in keeping with the character.
"We incorporated glitter eyeliners because she loves anything that twinkles. Then, we took the coral and hot pink theme and whipped up a pretty poppy-colored blush," added Balbier.
To complement the line - a plush doll, purse mirror, and three-brush collection - will be available at MAC stores, Nordstroms, and the Mac web site sometime in the near future.
"A mirrored key clip, beaded bracelet, tote, and soft vanity kit have been designed to animate the counter presentation and create an entire Hello Kitty world at retail," Gage excitedly added on an upbeat note.
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