MGM Debuts Consumer Cosmetics

Posted on by Chief Marketer Staff

MGM, a symbol of Hollywood glamour, has launched a line of cosmetics for consumers, a first for a major motion picture studio.

The line, MGM Premiere Cosmetics, created by MGM Consumer Products, first became available on QVC and is now selling the initial product, a long-lasting foundation, at www.mgm.com/cosmetics.

“We decided to bring that feeling of glamour established by the great MGM starlets home to consumers,” said Trish Halamandaris, VP-worldwide marketing for MGM Consumer Products and Interactive, in a statement.

The foundation comes in four shades: ivory, beige, walnut and espresso and sells for $27.50. Other products in development include an eye kit with brow liner and eye shadow, a face kit with cheek color and skin and hair care offerings.

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