The line will arrive on MAC’s website on February 10th, in North American stores from February 12th and into overseas stores in March.
The Hello Kitty offerings fall into two collection – the Colour Collection and the high-end Hello Kitty Kouture.
The bulk of the items fall under the Colour Collection, including lipstick with names including Pashion Mews and Strayin’, tinted lip conditioners, eye shadow palettes, glitter eye liners, nail polishes and make-up bags.
Hello Kitty Kouture includes two shades of Dazzleglass, each with a reusable silver chain pendant, a makeup bag and Sheer Mystery Powder package in a silver powder compact with Hello Kitty in white Swarovski crystals.
“MAC has been mining pop culture since the brand was founded,” said John Demsey, group president of the Estée Lauder Cosmetics. “This is a sexy and innocent fashion line, and a true MAC moment. In these times, everyone can use a little fun — and a little Kitty.”
“The partnership was a no-brainer,” said James Gager, senior vice president and creative director of MAC Worldwide. “We cater to people who love to play with makeup.”
While in many licensing partnerships, the licensor shops his or her property around, MAC went after Sanrio, to close the deal.
“They had never done makeup before, and I was certain that all those women who already own a bit of Hello Kitty would also want to own branded makeup,” said Gager.
The Colour Collection will be in about 581 department and specialty stores in North America including Nordstrom, Bloomingdale’s and Macy’s, as well as MAC’s 138 freestanding stores in North America and at www.maccosmetics.com.
Internationally, the items will be in 1,307 doors in 69 countries, including 296 MAC freestanding stores outside North America.
Hello Kitty Kouture will be available at MAC stores and maccosmetics.com only. As a limited edition, the Kouture collection will be available for eight weeks.