Inspired by the majestic felines featured on Nat Geo WILD's
annual Big Cat Week
, Pur Minerals
teamed up with the network to create the limited edition, "Untamed Glamour" makeup collection to inspire women to achieve the perfect cat-eye look.
The kit will be sold at retailers ULTA Beauty, Kohl's, ShopNBC and at purminerals.com. Of course, the packaging is decked out with leopard spots.
To support the launch, Nat Geo WILD and Pur Minerals will use the combined power of their marketing assets to deliver hundreds of millions of promotional impressions across all platforms. The centerpiece of the promotional effort is a :30 custom TV spot that will begin running on Nat Geo WILD in early November featuring "fiercely beautiful" models walking the catwalk in the African savannah surrounded by big cats as onlookers.
The spot, produced by LA's Big Machine in California's Simi Valley, included handmade African-themed costumes, one of which was crafted from 50 yards of silk into a masterpiece that will be auctioned off in support of National Geographic's Big Cats Initiative, aimed at curbing the decline of big cats in the wild.
To further help women achieve the perfect cat-eye look, Pur Minerals makeup artists will give cat-eye makeovers in 29 ULTA Beauty stores in 10 markets from mid-October through Big Cat Week and to National Geographic employees at the Washington, D.C., headquarters just prior to Big Cat Week.Retail partners ULTA and Kohl's are also getting behind the effort with in-store signage, digital and social media support.
"Big cats are the ultimate symbol of power, beauty and grace, which is why I am thrilled that by working with Pur Minerals we were able to bring part of their majesty to the masses, all while helping women get catwalk ready for Big Cat Week," said Mari Belalcazar, director partnership marketing for National Geographic Channels.
"Dating back to Cleopatra, the cat eye has been an undeniable influence in beauty and is still very much in vogue today. It is with great honor that Pur Minerals was able to offer a modern twist on such an iconic look while benefitting the National Geographic Big Cats initiative," said Julie Campbell, vice president, Pur Minerals.