May the force be with… Max Factor and CoverGirl

By Andrew MCDOUGALL contact

- Last updated on GMT

P&G brands collaborate with Lucasfilm for Star Wars promo campaign
Max Factor and CoverGirl are collaborating with Walt Disney subsidiary Lucasfilm for the launch of an expansive promotional campaign in support of the latest Star Wars film The Force Awakens which is released later this year.

It has been announced that the film company, which is responsible for the production of the next instalment in the newest Star Wars trilogy, will work with seven of the world's most well-known brands, to support the film launch on December 18, 2015, with the cosmetics brands chosen as two of these.

As part of this deal each company has developed break-through, custom creative campaigns, and innovative programs and activations for their target audiences, to tie-in with the highly anticipated next episode in the Star Wars franchise.

Lucasfilm says it chose the seven best-in-class global partners for their creative excellence within their fields as well as their collective diverse global reach.

Global Creative Design Director for Max Factor and CoverGirl, Pat McGrath, says that for the cosmetics brands the ad campaign follows the ‘light versus dark’ theme of the Star Wars saga, with CoverGirl launching its own line of themed products.

McGrath is said to have created six galactic looks for the campaign, with four of these to remain hidden until the release of the collection in September, but the first two - the Droid and the Stormtrooper - were shown off on social media with fans immediately reacting.

Covergirl StarWars

The CoverGirl range will see a line of Star Wars Limited Edition Colorlicious Lipsticks in six different metallic shades, Limited Edition Outlast Stay Brilliant Nail Gloss in three colours, and Limited Edition Super Sizer by LashBlast Mascara.


Lucasfilm has said that all of the partnerships are said to strategically complement the tempo and tone of the film's overall marketing campaign.

"We are thrilled to be working with such a stellar roster of promotional partners.  The 'Star Wars' brand has endured over the years, across generational audiences because it connects with people in a very special way,"​ says Lynwen Brennan, General Manager of Lucasfilm.

"Our partners have all delivered original, stand-out campaigns that capture the familiar fun and excitement of our galaxy far, far away that we hope will delight fans as they get ready to experience 'Star Wars: The Force Awakens.'"

The other five brands chosen by Lucasfilm for the promo campaigns are Duracell, FCA US, General Mills, HP, Subway and Verizon.

Related topics: Brand Innovation, Colour Cosmetics

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