This week Disney announced a new permanent cosmetics line called ‘Beautifully Disney’ that will debut exclusively at the US Disney parks this March.
Inspired by the timeless beauty of a vast assortment of Disney characters and the diverse stories they represent, the high quality line promises inviting colours and plenty of sparkle in its products for eyes, lips and nails as well as beauty tools and cosmetic bags. Even the packaging will represent the films and characters “in various moods”.
The collection is envisioned as a bona fide high end cosmetics line at an “exceptional quality level” encompassing classic colours as well as fashion-forward trends, with new collections and palettes released each season. Lisa Bergman, merchandiser for Beautifully Disney, said that the line was “developed for guests of all ages that love to experiment with colorful makeup and the latest trends”.
Although this kind of high-end character-inspired collection is a first for the Disney parks, Disney already has form in this area, both within the parks and out. In 2007 haute French perfume house Guerlain opened a branch, La Signature (pictured above), at Walt Disney World’s France pavilion in Epcot. Modelled after the fashion house’s flagship boutique on the Champs Elysees in Paris, it sells a variety of scents including some that are exclusive to the Disney parks. Outside the parks, Disney recently collaborated with Sephora for the Reigning Beauties line and Disney has said that the Beautifully Disney collection will be comparable to the Sephora collection in terms of quality and its long-lasting, wearable formula.
So far only a concept image (top picture), has been released but the collection will be out in March with a special event taking place at Disneyland California and Walt Disney World Florida on 2 March 2013. Select items will also be available at the Disney Store.
Are you looking forward to Beautifully Disney?