A $49 woman’s makeup kit from the movie “Priscilla” allows fans to wear their own “winged eye” look made famous by the wife of Elvis Presley. This film-licensed cosmetics merchandise is making a publicity splash.
The publicity is the viral type as fans go online with tutorials and commentaries about the Priscilla x Half Magic cosmetic product and the source movie. There are also posts by professional news and style-beauty outfits. The film-related Prisilla cosmetics content pops up on YouTube, Instagram, TikTok, Pinterest, Facebook, style/beauty platforms and pop-culture reports.
For example, in a 20-minute YouTube video, bubbly youthful influencer Karissa Love provides an unofficial tutorial for using Priscilla cosmetic kit. “I saw this for this on the TikTok ‘For You’ page, I immediately bought it because how could I not have this?” says Love, while holding up the cosmetic kit packaging. Love’s YouTube channel has 92,600 subscribers. She expresses enthusiasm for the movie, which is discussed at length, and adds she’s not familiar with the Half Magic cosmetic brand.
Elvis married the much-younger Priscilla Presley in 1967, and his bride became a visual global sensation with her kitschy, heavy-makeup and her big-hair that looked like an oversized football helmet. There’s a ritualistic scene in the movie of the Priscilla character (portrayed by Cailee Spaeny) applying makeup.
Indie distributor A24 opened the restricted-rated “Priscilla” on Nov. 3-5 for a so-so $5.3 million weekend gross domestically at 1,359 theaters, ranking No. 4 among all films (after playing at four theaters the week before). “Priscilla” carries a modest budget of $20 million and so it’s too early to gauge economic performance, but critics and movie fans give the movie good reviews. Director Sofia Coppola (screenplay Oscar winner for her “Lost in Translation”) tells the story of music fame, isolation and tragedy from the woman’s point of view.
Elsewhere for the Priscilla x Half Magic cosmetics, TikTok influencer Ryley Isaac posted a 21-second cosmetic application tutorial on the musical-shorts platform with no voiceover but a clip from an Elvis song.
“Luckily for you, we have her step-by-step guide on how you can copy the classic eyeliner look at home,” says health and style website Birdie.com. “To make it even easier, Half Magic just teamed up with A24 for the Priscilla Set, $49, which has everything you need.”
Back on YouTube, beauty and style influencer Laura Jane Atelier posts a 22-minute video promising: “Join me, as I unveil the makeup and skin care essentials worn by this icon. Get ready to find out about Priscilla’s signature look and discover the key to capturing the essence of a legend.”
These and other posts are enthusiastic boosters of the movie, too. Fans and trusted experts are the best ambassadors to promote film, since consumers feel they are credible, though motivating such a diverse array of commentators is a hit-or-miss proposition. Though for “Priscilla,” the buzz has been a rising tide.
The Priscilla x Half Magic kit may not have a long life in cosmetics because it creates an overdone, exaggerated look that is out of fashion. But it’s the sort of a novelty licensed merchandise product that at first look gets instant fan, influencer, press and retailer attention (cosmetics marketers seem to give it prominent placement, including the large Ultra store chain).
Half Magic is a cosmetics company founded by Hollywood makeup artist Donni Davy (HBO’s “Euphoria” TV series) that says its products are vegan and cruelty-free (never lab tested on animals). Davy has won two Emmy awards. Some venture capital reports say film distributor A24 is actually an investor in Half Magic and has collaborated on other products related to films. Half Magic and A24 did not respond to questions.
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