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HUNT VALLEY, Md. — CoverGirl has announced its first-ever movie sponsorship, for Lionsgate’s "The Hunger Games: Catching Fire" due out this fall.
The Procter & Gamble cosmetics brand said that for the film, scheduled for release in North American theaters on Nov. 22, it plans to launch a first-of-its-kind creative advertising campaign that will feature new products from the brand’s upcoming Capitol Collection.
"With The Hunger Games: Catching Fire partnership, we wanted to redefine cosmetics’ relationship to film with a fantasy-meets-reality beauty experience," stated Esi Eggleston Bracey, vice president and general manager of global P&G cosmetics. "The film-inspired CoverGirl campaign coming out this fall truly will bring beauty transformation to life in an aspirational, dramatic fashion. All of us at CoverGirl were captivated by Suzanne Collins’ novels and the first film, so we’re thrilled to collaborate with Lionsgate on such a bold beauty partnership."
Jennifer Lawrence, Liam Hemsworth and Josh Hutcherson lead an all-star cast in the second installment of The Hunger Games franchise. The trailer, which premiered last month, has been viewed over 25 million times on YouTube. The film’s makeup department used CoverGirl products on set to create the film’s luxurious, high-couture looks, according to P&G.
"We are excited to announce CoverGirl as the exclusive makeup partner for The Hunger Games: Catching Fire," commented Paula Kupfer, Lionsgate’s vice president of promotions and consumer products. "The exquisite beauty and style in the world of the Capitol is a focal point of this film. Partnering with an innovative brand like CoverGirl to create an additional layer of beauty storytelling and inspiration for the fans is new territory that we’re delighted to explore."
