'Divergent' film company teams with Sephora for a makeup line (+video)(Read article summary)
Sephora has released a makeup line based on the upcoming movie 'Divergent,' adapted from the young adult book of the same name by Veronica Roth. Fellow young adult franchise 'The Hunger Games' also had tie-in makeup products, as well as a clothing line.
Following in the footsteps of its fellow young-adult-series franchise âThe Hunger Games,â the company behind the âDivergentâ films has teamed up with a makeup company to release a line based on the world of the novels by Veronica Roth.Â
The company Sephora has released nail polish and various makeup products that use the colors of each âfactionâ in the book series. (In Rothâs universe, citizens are sorted into a faction based on their personalities. Faction traits include kindness and bravery.)
âThis enormous multi-piece kit allows you to be brave, selfless, intelligent, honest, and kind all at once,â the Sephora site description of the Divergent Multi-Piece Collectorsâ Kit reads. Products such as blush, lip gloss, and eye shadows are included.
To tie in with the âHunger Gamesâ films, Cover Girl released makeup products based on the Districts described in the series (for example, a âDistrict 3â look included blue and green because the area is responsible for fishing). In addition, clothing based on the over-the-top fashions worn by Capitol residents in the âHunger Gamesâ world and designed by the franchiseâs costume designer, Trish Summerville, were made available through the retailer Net-A-Porter.
âHunger Gamesâ author Suzanne Collins spoke in favor of the tie-ins, which also included an online magazine titled Capitol Couture. The magazine included âinterviewsâ with the characters.
âIâm thrilled with the work Tim Palen and his marketing team have done on the film,â Collins told Variety via e-mail. âItâs appropriately disturbing and thought-provoking how the campaign promotes âCatching Fireâ while simultaneously promoting the Capitolâs punitive forms of entertainment. The stunning image of Katniss in her wedding dress that we use to sell tickets is just the kind of thing the Capitol would use to rev up its audience for the Quarter Quell [the name of the games in âCatching Fireâ]. That dualistic approach is very much in keeping with the books.â