Cover Girl has announced its first-ever major movie sponsorship of Lionsgate's The Hunger Games: Catching Fire, scheduled for release Nov. 22.
The cosmetics brand is planning a new line, the Capitol Collection, inspired by the film and the intricate style of the world of the Capitol, which will be featured in a Hunger Games-themed campaign.
"We are excited to announce Cover Girl as the exclusive makeup partner for The Hunger Games: Catching Fire," says Paula Kupfer, vice president of promotions and consumer products, Lionsgate. "The exquisite beauty and style in the world of the Capitol is a focal point of this film. Partnering with an innovative brand like Cover Girl to create an additional layer of beauty storytelling and inspiration for the fans is new territory that we're delighted to explore."
Additionally, the film's makeup department used Cover Girl products on set to create the film's looks.
"With The Hunger Games: Catching Fire partnership, we wanted to redefine cosmetics' relationship to film with a fantasy-meets-reality beauty experience," says Esi Eggleston Bracey, vice president and general manager, global, P&G Cosmetics. "The film-inspired Cover Girl campaign coming out this fall truly will bring beauty transformation to life in an aspirational, dramatic fashion."