It’s not hard to figure out what Disney’s focusing on this upcoming season: for Minnie and Mickey Mouse, it’s all about the makeup! Disney’s going for a broader reach by joining up with some of our favorite cosmetics and fashion companies to bring lines inspired by some of our favorite characters.
But is this strategy a smart one? Some products could be total hits, but some are already major controversies. How well is Disney bringing it’s magic into the adult market?
First up for Disney is the newest e.l.f. cosmetics Disney Villains collection. Featured are three palettes based on some of the best, most beautiful villains we’ve seen: Maleficent, Cruella DeVil, and The Evil Queen from Snow White. Included are eight eyeshadow pans, one liquid eyeliner, one set of falsies (with lash glue!), one eyelid primer, and two lip and cheek tints. Each palette also has it’s own built in “magic mirror.”
Selling exclusively at Walgreens, this collections has a lot of MUT members – and the beauty world in general – pretty excited. Who doesn’t love to be reminded of their childhood now and then, especially if you can get new makeup out of it! It’s partnerships like this that ARE good news for the company. Disney is always looking for new ways to reach new markets, and a partnership with e.l.f. to expand into the beauty world is a smart move that could ultimately end up successful.
On a different note, the company plans to go more high-fashion starting Nov. 15th by partnering with Barneys New York; the department store will feature Disney “fashion shows” starring our favorite stars – only a little more chic (or, you know, unhealthy looking). According to Barneys’ creative director Dennis Freedman, “The standard Minnie Mouse will not look so good in a Lanvin dress. There was a real moment of silence, because these characters don’t change. I said, ‘If we’re going to make this work, we have to have a 5-foot-11 Minnie,’ and they agreed.”
Some of the other characters do look a little better (and less emancipated), and yes, the typical Minnie Mouse character may not look quite as chic and stylish, but it’s important to remember that she’s ultimately aimed at kids – will they be able to tell the difference between how a cartoon looks and how they should look? These are the points that most opponents bring up, including many MUT members. User Amarah questions, “Oh no what have they done! Really, I [don't] understand who they are [targeting here… children or adults? ”
It will be interesting to see how Disney grows and learns from this expansion. What will be successful? What will fail? What do you think about their new ventures, especially when it comes to the new “skinny Disney?” Let us know in the comments!