If you want red lips like Angelina Jolie in “Maleficent,” Internet make-up artists Nicole Guerriero and Kandee Johnson will be happy to help.
The two are among dozens of video bloggers posting make-up tutorials that have helped sell out products tied to the Walt Disney Co. film, which is now in theaters. Estee Lauder’ MAC Cosmetics, the studio’s marketing partner, developed a line for “Maleficent” and works with Web personalities like Guerriero.
“I love that creepy, sexy vibe that Angelina is giving off in the movie,” Guerriero said in an interview. “People want to re-create that.”
Disney and MAC Cosmetics are tapping a booming audience at Google’s YouTube, where views of beauty-related videos have more than doubled to 700 million a month in three years. With social media, the partners can reach audiences with a precision print and TV lack, finding fans who might buy lipstick, as well as tickets to the live-action film based on the 1959 classic “Sleeping Beauty.”
“Cosmetics form a kind of two-way street between the movie world and the fan’s ordinary world,” said Jeff Gomez, chief executive officer of Starlight Runner Entertainment, which advises studios on marketing. “That very touch of glamour becomes a point of conversation between the fan and her friends, whether in person or through social media.”
True Love’s Kiss, a MAC Cosmetics lipstick matching Jolie’s shade in the film, is sold out online. The MAC store on Hollywood Boulevard in Los Angeles was also out of the product and other items from the limited edition line.