‘Wonder Woman’ lands at MAC

MAC has taken its cosmetics to new heights with a collaboration based on comic book icon Wonder Woman.

“Wonder Woman uses the power of makeup to eliminate dullness and make women beautiful, which is the role our makeup artists play in real life,” James Gager, senior vice president and creative director of MAC Worldwide, told Women's Wear Daily. “And part of cosmetics is fantasy. We love showing people that you can have great fun with makeup.”

With the line launching on Feb. 3, MAC is hoping to harness Wonder Woman's transformative powers through the makeup, invigorating boring routines with the excitement of the female heroine.

MAC's Hello Kitty and Barbie collaborations were enormously successful, but Gager predicts the Wonder Woman campaign could be even more alluring to their shoppers. WWD reports that it could generate as much as $20 million globally, compared to the former collabs at $12 million and $9 million.

Gager expects the six-week collab to sell through within the first two.

Images of the collection reveal over-the-top, colorful items. Gager said that wasn't an accident.

“Since Wonder Woman has this amazing strength, we decided that the products in the collection should be larger than anything we do; from the size of the compacts to the jumbo blush,” he told WWD.

Madonna's signature lip color, MAC's Russian Red, is making a comeback in the collection, along with a retro-inspired color palette.

On the day of the launch, MAC will open a Wonder Woman pop-up shop in Manhattan at 109 Prince St. After the six weeks, it will transform into a new MAC store.

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