COVERGIRL ANNOUNCES EXCLUSIVE NEW BEAUTY PARTNERSHIP WITH LIONSGATE'S "THE
HUNGER GAMES: CATCHING FIRE"
COVERGIRL creates striking new CAPITOL COLLECTION beauty campaign inspired by
HUNT VALLEY, Md., May 17, 2013 /CNW/ - Today, COVERGIRL announced its
first-ever major movie sponsorship of Lionsgate's highly anticipated The
Hunger Games: Catching Fire, scheduled for release in North American theaters
on November 22, 2013. COVERGIRL will launch a first-of-its-kind creative
advertising campaign inspired by the film, featuring new products from the
brand's upcoming Capitol Collection from The Hunger Games: Catching Fire, to
be announced at a later date.
(Photo: http://photos.prnewswire.com/prnh/20130517/LA16050-a) (Photo:
Jennifer Lawrence, Liam Hemsworth, and Josh Hutcherson lead an all-star cast
in the second installment of The Hunger Games franchise, The Hunger Games:
Catching Fire. The trailer, which debuted last month, has been viewed over 25
million times on YouTube. The film promises to illustrate the exquisite
splendor in the world of the Capitol in rich detail, and the film's makeup
department used COVERGIRL products on set to create the film's luxurious, high
"With The Hunger Games: Catching Fire partnership, we wanted to redefine
cosmetics' relationship to film with a fantasy-meets-reality beauty
experience," said Esi Eggleston Bracey, VP and General Manager, 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 with the release of The Hunger Games: Catching Fire."
"We are excited to announce COVERGIRL as the exclusive makeup partner for The
Hunger Games: Catching Fire," said 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."
Over the past year, COVERGIRL has stood out in the beauty category with its
addition of several new spokeswomen, including P!NK, Janelle Monae and NERVO,
who, along with the brand, embrace beauty with a sense of authentic
individuality and fearlessness. COVERGIRL's partnership with The Hunger Games:
Catching Fire is the latest expression of the brand's passion and commitment
to continue to break barriers in beauty.
Lionsgate and COVERGIRL will be celebrating the movie partnership at a Cannes
Film Festival Gala on Saturday, May 18(th). Further news updates on this
partnership will be released via facebook.com/covergirl, as well as on Twitter
at twitter.com/covergirl and Instagram at instagram.com/covergirlofficial.
About P&G Beauty & Grooming P&G serves approximately 4.6 billion people around
the world with its brands. The Company has one of the strongest portfolios of
trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®,
Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®,
Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®,
Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®,
Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in
approximately 75 countries worldwide. Please visit http://www.pg.com for the
latest news and in-depth information about P&G and its brands.
About LIONSGATE Lionsgate is a leading global entertainment company with a
strong and diversified presence in motion picture production and distribution,
television programming and syndication, home entertainment, family
entertainment, digital distribution, new channel platforms and international
distribution and sales. Lionsgate currently has 28 television shows on 20
networks spanning its primetime production, distribution and syndication
businesses, including such critically-acclaimed hits as the multiple Emmy
Award-winning Mad Men and Nurse Jackie, the new comedy Anger Management, the
network series Nashville, the syndication successes Tyler Perry's House of
Payne, its spinoff Meet the Browns, For Better Or Worse, The Wendy Williams
Show, Are We There Yet? and the upcoming Orange Is The New Black, an original
series for Netflix.
Its feature film business has been fueled by such recent successes as the
blockbuster first installment of The Hunger Games franchise, The Twilight Saga
Breaking Dawn – Part 2, Tyler Perry's Temptation, Warm Bodies, Snitch, Texas
Chainsaw 3D, The Expendables 2, The Possession, Sinister, The Cabin in the
Woods and Arbitrage. Lionsgate's home entertainment business is an industry
leader in box office-to-DVD and box office-to-VOD revenue conversion rate.
Lionsgate handles a prestigious and prolific library of approximately 15,000
motion picture and television titles that is an important source of recurring
revenue and serves as the foundation for the growth of the Company's core
businesses. The Lionsgate and Summit brands remain synonymous with original,
daring, quality entertainment in markets around the world.
CONTACTS Marina Maher Communications Taline Kundakji: 212-485-6848;
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