Beauty industry gets face time in Hollywood
By Shannon L. Bowen
LOS ANGELES (Hollywood Reporter) - Greta Garbo's beauty was legendary. It earned her the adoration of audiences and captivated even Adolf Hitler, who allegedly implored her to go to Germany to become the mother of his Aryan race.
But the Swedish actress owed her luminous onscreen presence to more than her flawless skin and bone structure: Her secret weapon was Max Factor Silver Stone #2 makeup, which made her literally shimmer on film.
In much the same way that Garbo preferred to stay out of the spotlight, however, the working relationship between Hollywood and the beauty industry is subtler than one might expect.
"Many times (MAC Cosmetics) is there, and we may get a credit at the end of the film, or we may be in the literature, but we're there very discreetly," says John Demsey, group president of Estee Lauder Companies, parent company of MAC. "We're not there in a very sponsorship sort of way, because the relationship is very real and functional."
Indeed, one isn't likely to hear about it, but makeup artists relied heavily on MAC products for some of this summer's studio fare, including "Sex and the City," "The Love Guru" and "Get Smart."
ANGRY INCH LIPSTICK
But such collaborations do sometimes make headlines, with products developed for specific projects making it all the way to the retail market.
"Sometimes these things actually become promotional activities or tie-ins of the brand itself," Demsey says. "When (2001's 'Hedwig and the Angry Inch') was done, we hosted the opening party in New York City and actually created an Angry Inch lipstick for Hedwig." Continued...