Licensed fragrances have been struggling of late, with sales for many lines falling faster than expected in a landscape widely considered oversaturated. The number of nail polish collaborations, so common over the past couple of years, has fallen off a bit as well, as that technique has become old hat.
Color cosmetics, on the other hand, continue to be a strong category, with character, celebrity, fashion, and other properties signing deals for blush, lip gloss, and eye shadow.
Just since the beginning of 2015, some of the properties that have announced agreements for color cosmetics include the Starz TV series Outlander, with Celtic Complexion; art and lifestyle brand Tokidoki, with SLG (for the U.K. market); actress Eva Mendes, with Maesa (for a 133-SKU line called Circa at Walgreens); and designer Isaac Mizrahi, with True Cosmetics (available on QVC and at retail).
These join a diverse roster of properties that have lent their names to cosmetics lines over the past couple of years. Examples range from fashion labels such as Marc Jacobs, Michael Kors, and Alber Elbaz to character brands such as Hello Kitty, Barbie, Archie Comics, Paul Frank’s Julius, and The Little Mermaid.
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