Wonder Woman boosts cosmetics sales

Superhero branded make-up range results in significant profits

Estee Lauder, owner of the MAC make-up brand, have posted their first quarter profits for 2011, beating their estimates by 25% per share (whatever that means). All very boring and Financial Times so far, but part of what they credit for their significant gains is the overwhelming reception to their Wonder Woman-branded line of cosmetics.

Over to February’s WTF?-heavy press release for the blurb:

“Banish any thought of being a Plain Jane: MAC and Wonder Woman have joined forces! For Spring 2011, take a trip to Paradise Island with a legendary line up of super-sized Mineralize Skinfinish, bold Eye Shadow quads, Pigment, Opulash, Lipsticks and oversized Lipglass, jumbo-big Powder Blush and Penultimate Eye Liner, Nail Lacquer and Lash inspired by the larger-than-life Bold Babe. Dashing and dazzling, the iconic super heroine reminds us that inside every woman is a Mighty Aphrodite full of courage, confidence and charisma. Kaboom! Mission Accomplished!

“Wonder Woman has always known the importance of astounding accessories. For her collaboration with MAC, we’ve infused her sense and fantasy and wonder into a vivid collection of awe-inspiring accessories as fierce and feminine as the heroine herself. Bright, bold, superhuman designs in Makeup Bags – from radiant Red to Bulletproof Blue, Utility Belt Brush Sets, and exclusively online, the WW T-Shirt and Invincible Mirror. Shazam!”

Me neither.