July 14, 2004

MGM's Latest Release - a Makeup Product Line

Okay -- at face value, this seems pretty strange, but MGM has launched a makeup line. Here's how they describe it:

MGM Premiere is the first and only makeup line created by a major studio. "The MGM name equals the Hollywood experience in the minds of millions of families," said Trish Halamandaris, Vice President of Worldwide Marketing for MGM Consumer Products and Interactive. "We decided to bring that feeling of glamour established by the great MGM starlets home to consumers with the creation of MGM Premiere, and are confident that our products are indeed indicative of the timeless quality and style the MGM brand represents."

So what does this have to do with movie marketing? While I don't necessarily like the make-up angle, I am happy to see a studio doing something to distinguish its brand from the other studios. Back in the "golden age" of movie-going, you knew what kind of experience to expect based on the studio behind the film. Today, most people don't know who makes the films with a few rare exceptions (like Disney).

We saw a big move this summer towards a renewed studio branding emphasis with Universal ("home of the original monsters"), but that taught us the first rule -- don't mix your brand's marketing message with that of an untested product (like 'Van Helsing'). What will the lesson be from MGM's brand extension? If Warner's closure of their studio stores is any indication, it should be "forget about consumer goods."

MCN Press Release: MGM Makeup Kit