“MAC has been mining pop culture since the brand was founded,” said John Demsey, group president of the Estée Lauder Cos. Inc. “This is a sexy and innocent fashion line, and a true MAC moment. In these times, everyone can use a little fun — and a little Kitty.” While the 34-year-old Hello Kitty character is usually assumed to be a cat, she is actually a girl, according to Sanrio. And a girl without a mouth, so she “speaks from the heart,” the company said. While this collection is intended to have a sophisticated presentation, MAC hopes to appeal to younger fans with two shades of lip conditioners.
The Hello Kitty offerings fall into two collections: the Hello Kitty Colour Collection and the more high-end Hello Kitty Kouture. The bulk of the items are in the former category: six shades of lipstick with names like Fashion Mews and Strayin’, each $14; six Lipglass shades, each $14; and two tinted lip conditioners, $14.50 each; two eye shadow palettes, which each contain four shades and retail for $38; two shades of pigment are $19.50 each, and two Reflects Glitter stockkeeping units — one blue, one pink — are $17.50 each. Four Glitter Eye Liners, each $16.50, two shades of Beauty Powder, each $22; three shades of nail polish, each $11; a black mascara, $12, and false lashes, $12, round out the color offerings. Shades range from pinks and turquoises to lavenders and greens.
Hello Kitty Kouture is intended to be the high end of the collection. Two shades of Dazzleglass, each $28, each feature a reusable silver chain pendant with Hello Kitty outlined in white Swarovski crystals on black with a pink crystal bow. Sheer Mystery Powder, $90 and available in three shades, is packaged in a silver powder compact with Hello Kitty outlined in white Swarovski crystals with a pink crystal bow on a black background.
The Hello Kitty Colour items, a Petite Makeup Bag, $22, and a medium Makeup Bag, $35, will be in all doors, currently about 581 department and specialty stores in North America including Nordstrom, Bloomingdale’s and Macy’s, as well as MAC’s 138 freestanding stores in North America and at maccosmetics.com. Internationally, the items will be in 1,307 doors in 69 countries, including 296 MAC freestanding stores outside North America. Hello Kitty Kouture will be available at MAC stores and maccosmetics.com only. At the maximum, the collection will be available for eight weeks.
A plush doll, $42; purse mirror, $22, and three-brush collection, $49.50, will be available at MAC stores, Nordstrom doors and maccosmetics.com only. A mirrored key clip, $16; beaded bracelet, $34, will be sold in MAC retail stores and at maccosmetics.com only, and a tote, $45 and soft vanity kit, $55, will be exclusive to maccosmetics.com. These items are intended to animate the counter presentation and create an entire Hello Kitty world at retail, Gager noted.
In-store visuals, shot by Nick Knight, show the polar opposite aspects of the collection. One is an image of a blonde model holding a black vinyl Hello Kitty doll, which will be part of the accessory line. The other visual is what Gager terms “more of a dominatrix creature.” The point, said Gager, is to show that makeup can be transformative. Makeup was done by Val Garland, with hair by Sam McKnight.
And Demsey promises the surprises aren’t over yet. “There will be more products to come in the next three months with this partnership,” he said.
The line will arrive on MAC’s Web site Feb. 10, in North American stores on Feb. 12 and into overseas stores in March. A waiting list for the items will go live on Jan. 7 at maccosmetics.com.