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Lorac Los Angeles Launches
By Faye Brookman
Lorac Los Angeles hopes its latest beauty collection will be a beast in sales.
On the heels of its brisk-selling “Pirates of the Caribbean: Dead Men Tell No Lies” -- themed launch, Lorac is teaming with Disney again. This time in conjunction with the much-anticipated home release of “Beauty and the Beast.”
The March theatrical release of the beloved classic shattered opening sales records. Recently, the live-action remake of Disney’s 1991 fairy tale surpassed $500 million at the domestic box office, making it the eighth movie ever to do so. The same frenzy is expected for the June 6 release of DVD, Blu-Ray and digital versions.
On June 1 — just ahead of the home release — Lorac will go on sale with its Disney “Beauty and the Beast” limited-edition Pro eye shadow palette, cheek palette, lip gloss collection and lipstick collection.
The tale of Belle and the cursed prince lends itself to interpretation in color cosmetics, said Betsy Hamlett, chief creative officer of Lorac Cosmetics. Lorac’s “Beauty and the Beast” makes its debut on lorac.com, followed by Ulta Beauty and Kohl’s and the company’s other retail partners.
“We felt it was right to do another project with Disney, even on the heels of “Pirates of the Caribbean,” part of it is because we love how different [the themes] are,” explained Hamlett. But there are also parallels. “In both story lines, there are overarching stories of a strong female presence.”
The anchor of the “Beauty and the Beast “collection is an interpretation of its Pro Eye Shadow Palette, a popular seller in the Lorac portfolio, this time inspired by Belle’s strength and beauty.
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