'Divergent' film company teams with Sephora for a makeup line
Following in the footsteps of its fellow young-adult-series franchise “The Hunger Games,” the company behind the “Divergent” films has teamed up with a makeup company to release a line based on the world of the novels by Veronica Roth.
The company Sephora has released nail polish and various makeup products that use the colors of each “faction” in the book series. (In Roth’s universe, citizens are sorted into a faction based on their personalities. Faction traits include kindness and bravery.)
“This enormous multi-piece kit allows you to be brave, selfless, intelligent, honest, and kind all at once,” the Sephora site description of the Divergent Multi-Piece Collectors’ Kit reads. Products such as blush, lip gloss, and eye shadows are included.
To tie in with the “Hunger Games” films, Cover Girl released makeup products based on the Districts described in the series (for example, a “District 3” 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 “Hunger Games” world and designed by the franchise’s costume designer, Trish Summerville, were made available through the retailer Net-A-Porter.
“Hunger Games” author Suzanne Collins spoke in favor of the tie-ins, which also included an online magazine titled Capitol Couture. The magazine included “interviews” with the characters.
“I’m thrilled with the work Tim Palen and his marketing team have done on the film,” Collins told Variety via e-mail. “It’s appropriately disturbing and thought-provoking how the campaign promotes ‘Catching Fire’ while simultaneously promoting the Capitol’s 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 “Catching Fire”]. That dualistic approach is very much in keeping with the books.”
