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CoverGirl & Lucasfilm

Co-branding Campaign: Light Side and Dark Side Makeup


Whenever a new installment of the beloved "Star Wars" series is released in theaters, it causes global pandemonium. The release of "Star Wars: Episode VII The Force Awakens" in 2015 was no exception. The series' parent company, Lucasfilm, partnered with CoverGirl to capture a broader audience to get new and old fans excited about the movie's release.


You might be wondering, "What do "Star Wars" and makeup have in common?" And the cleverness of this partnership is evident in the answer.


In the past, space-age action movies were almost exclusively advertised and targeted toward men and boys. But in this day and age, that's nonsense — because people of all genders can be interested in space exploration and makeup contouring alike.


The line was designed by famed makeup artist Pat McGrath, and it features two styles: the Light Side and the Dark Side, which loyal "Star Wars" fans will recognize as the sides of good and evil in the movies.


Why the Lucasfilm Co-branding Campaign Works

This co-branding partnership was a win for both brands. Lucasfilm captured more attention and got CoverGirl shoppers (many of whom are young women) excited about the film's release. And CoverGirl hopped on the "Star Wars" advertising bandwagon that took over the internet, stores, and TV leading up to the film's release.

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