ColourPop Brings 'Alice in Wonderland' to Ulta

Seed Beauty’s ColourPop brought a Disney-inspired line exclusively to Ulta Beauty in April — the cosmetics brand's latest themed collection to hit the retailer's stores as part of an ongoing partnership. The "Alice in Wonderland" and ColourPop collection — beauty products that highlight popular characters such as Alice, the Queen of Hearts, the Cheshire Cat and others — became available at Ulta.com on April 13 and in stores on April 16. The assortment includes: A 12-shade “Lost in Wonderland” pressed powder palette with duo-chrome, matte and metallic shades. Eye and lip sets with references to the classic tale. Shadow stix, pressed powder blush and themed makeup tools and accessories. Consumers can shop items like the This Way In Wonderland ($30) and Tea Time ($39) eye and lip sets, the Topsy Turvy or Queen of Hearts Lux lipstick kits ($18), Silence! pressed powder blush ($14) and the Unbirthday Party eye set ($24). The full collection set sells for $115. In stores, the line was showcased near checkout on a corrugated table display touting the SKUs as exclusive to Ulta for a limited time and communicating the brand’s promise of being 100% cruelty-free. A home page banner ad on ColourPop.com and posts across the brand’s Facebook, Instagram and TikTok accounts supported the launch. On social media, ColourPop promoted the collection with short video clips and a #comingsoon hashtag, featuring different products in the line starting in early April. The brand introduced it officially on April 10 across Facebook, Instagram and TikTok. The day before the launch, ColourPop and Casetify teamed up to make some consumers’ merry unbirthday wishes come true. Five winners won the full "Alice in Wonderland" collection (as well as a Disney and Casetify "Alice in Wonderland" phone case of their choice) by liking the beauty brand’s social media post and commenting with a rabbit emoji on its two most recent Disney and "Alice in Wonderland" Facebook posts. Consumers were further encouraged to check out both Twitter and Instagram for more chances to win. "Alice in Wonderland" is the latest in a series of Disney-inspired collaborations the brand has done. Previous collaborations featured Snow White, Winnie The Pooh and Mulan.

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