M-A-C and Barbie in ‘Adult’ Scheme Set for Spring Debut

Posted on by Chief Marketer Staff

Cosmetics brand M-A-C and Barbie are partnering for an “adult targeted” project set to launch in spring 2007.

The two companies were mum on the details, but said that the deal will have the fashion and beauty community “ablaze this spring.” M-A-C spokesperson Julie Leong said results of the deal would debut in February.

“As one of the most recognizable faces in the world, it is only fitting that Barbie would partner with M-A-C,” said Richard Dickson, senior VP-marketing, media and entertainment, worldwide for Mattel, in a statement.

The deal makes for an intriguing match. Barbie is referred to by its maker Mattel, Inc. as everything “from urban teen to fantasy queen, she’s every girl! Whereas, M-A-C describes its makeup line as “attitudinally hip” with such looks to choose from as nocturnelle, aloof and night affair featuring eye shadows called Wait till Dark and lipsticks named Embracable.

James Gage, senior VP and creative director for M-A-C said that the two companies share quite a bit in common, embracing and creating products for women and men of all races and ages.

“M-A-C and Mattel share more in common than you might expect,” Gage said in a statement.

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