Hello Kitty Really Does Wear Lipstick Even If She is Not a Pig

MAC Cosmetics had announced that it has inked a licensing agreement with Sanrio in order to start selling two lines of Hello Kitty branded makeup. As a refresher of sorts, a license is an agreement between a licensor (in this case Sanrio) and a licensee (MAC cosmetics). The licensor grants the licensee permission to distribute products such as the ones you see above using the licensor's trademark. Basically, MAC Cosmetics can peddle its Hello Kitty wares without fear that Sanrio will file a trademark infringement lawsuit.

*From WWD:

"MAC has been mining pop culture since the brand was founded,” said John Demsey, group president of the Estée Lauder Cos. Inc. “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, Hello Kitty’s owner, to do 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.

It does seem a little strange to be peddling products based on a cartoon character that does not even have lips! I don't even think Hello Kitty wears makeup. Another disturbing aspect is the fact that the company is using a branded character that is meant to appeal to little girls yet it is rebranding it as a little bit more adult: "In-store visuals, shot by Nick Knight, show the polar opposite aspects of the collection. One is an image of a blonde model holding a black vinyl Hello Kitty doll, which will be part of the accessory line. The other visual is what Gager terms “more of a dominatrix creature.” The point, said Gager, is to show that makeup can be transformative."

While I was looking at these products that are going to be launched by MAC starting on Feb. 10, 2009 I could not help but notice that the Kitty Kouture line includes a Swarovski compact of Ms. Hello Kitty that looks eerily similar to the diamond/Swarovski pendants that Kimora Lee Simmons made in 2005. I wonder if Kimora will be lining up to buy her own Hello Kitty makeup, or if she will feel miffed that Sanrio did not do a makeup collaboration with her makeup line. From what I remember, her makeup line was sold in Sephora, but if you look at the Sephora website, it is no longer carried. I wonder what happened there? Perhaps this is why Sanrio agreed to MAC's licensing deal? It is a little strange for Estee Lauder Inc. to pursue such an unusual partnership though. The company typically caters to a more adult aesthetic. Perhaps this is why they are making Hello Kitty dark?

In short, this is one licensing agreement I am a little on the fence about. Stranger things have happened though. It would not be surprising if this does become a cult hit. Mixing a little dark with innocence is very alluring.