Too Faced Cosmetics is hoping to attract girls of all ages with its Smurfette Color Cosmetics range.
When thinking of the quintessential glamour girl the little blue Smurfette may not immediately spring to mind but Too Faced are relying on her popularity to sell its new collection.
The California-based cosmetics company will be launching the Smurfette Collection in Sephora stores and websites nationwide this month.
‘It Girl’ of the 80s
According to Too Faced’s founder and creative director Jerrod Blandino, Smurfette was the ‘It Girl’ of the 80s generation.
“She was the only girl in a village of adoring men who seemed their whole reason for living was to bask in her blue-tinted spotlight,” explained Blandino.
“She was the epitome of the Too Faced girl,” he added
The limited edition collection contains the Smurfette Mood Swing Lip Gloss, So Smurfy Illuminating Face Powder, which comes in the shape of the little character, as well as an eye shadow collection and a liquid liner.
Produced under licence from the Sony Pictures Consumer Products and Lafig Belgium, the company hopes the use of the Smurfette imagery will appeal to ‘young at heart hipsters looking for a dose of trendy nostalgia’.
According to Veronique Culliford of Lafig Belgium, Too Faced Cosmetics is the perfect partner to help in revitalizing the Smurfs brand in the US.
Trend moves up through the age groups
Using licensed imagery in the personal care market is nothing new however it tends to be first choice for the marketers of children’s products rather than those looking to attract an older age group.
Nevertheless, fellow cosmetics company MAC cosmetics is also opting for the ‘girl of all ages’ approach with the upcoming release of its Hello Kitty cosmetics line.
The range is set for release in February 2009 in the US and a worldwide launch will follow.
Despite the inspiration, neither of these ranges will have childlike price tags. The Smurfette Mood Swing Lip Gloss will retail at $18.50, the eye shadow collection at $32.50, and MAC’s Hello Kitty range will start at $14.