Magazine article Variety

Mouse Hopes Moms Fit Cinderella's Slipper

Magazine article Variety

Mouse Hopes Moms Fit Cinderella's Slipper

Article excerpt

Disney's Princess line is a nearly $2 billion-a-year business for the Mouse House. But with the exception of a wedding collection, products have mainly targeted younger girls, with everything from apparel and toys to Bibbidi Bobbidi Boutiques.

Cinderella may change that.

Disney Consumer Products has begun rolling out makeup and beauty products under a new Disney Reigning Beauties brand, with the first limited edition collection focused on the glassslipper-wearing character.

The products, being sold exclusively at Sephora stores and on its website, includes cosmetics, fragrances and accessories, with packaging featuring stylized versions of the artwork from the 1950 animated film, which Disney released early this month on Blu-ray for the first time as part of its Diamond Edition collection.

Design of the packaging, in rich gray, purple and silver, as well as Swarovski crystal adorned special edition bottles and boxes, is clearly aimed at more mature buyers - in this case, women in their early 20s up to mid-40s, according to Disney.

"It appeals to everyone, but it's definitely more adult,'' says Erik Soto, lead artist for Sephora, who spent more than a year designing the line with Disney and developing the color palette with Pantone. …

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