Supergirl Partners with Ulta Beauty. But Isn't She a Messy Character?
Women can be messy but still need to be pretty?
“Supergirl” is hitting theaters on Thursday, and ahead of the opening, several corporate collaborations have been announced, including one for Ulta Beauty. After months of being told that Supergirl doesn’t owe men pretty, it seems like an odd choice of partnership.
Especially since the director, Craig Gillespie, said they focused on her not wearing makeup and instead wanted to prioritize her raw grit over appearance.
Gillespie told Variety
“There’s absolutely no makeup. And she’s making absolutely no effort with her appearance — that’s not her priority. And she’s not in a good mood!”
Again, why are you collaborating with beauty companies that focus on the opposite?
As a woman, I can’t figure out who this film is for.
(This article was written by Geeky Sparkles)
Superhero films tend to skew toward a male demographic. Even “The Marvels” had a very small, but still mostly male audience.
Right now, the projected opening is on par with “The Marvels”, which was considered a huge flop.
We still don’t know whether Krypto dies. He likely won’t, but this could be keeping some potential customers away from this film.
I think the film is trying for a female audience, but this isn’t going to bring them to the theater.
Supergirl doesn’t seem super girly to me
I’m trying to figure out why “Supergirl” is collaborating with beauty products other than the lead character being a woman.
The film is being compared to “Furiosa,” and that doesn’t “give” beauty products.
When my dog is poisoned and I’m frantically trying to save him, looking good with the latest skincare and beauty products is the last thing on my mind.
Not only that, but the discourse around the film has been about not judging women’s bodies or appearances. That the film is about how women can be “messy”. Even the look of the film is darker, muddier, and grittier.
Isn’t that the opposite of trying to be a stereotypical beauty?
She’s lost and doesn’t care about anything except her dog. She isn’t rushing out to Ulta to buy lip gloss and a Korean eye stick.
The lead actress, Milly Alcock, was upset about women getting unwarranted scrutiny and being judged by their bodies and appearance, but Ulta promotes this exact thing.
It isn’t about breaking through barriers, and being messy, and being ourselves. It’s about a message to get you in the seat while they cash in on brand collaborations.
This is just more of the same!
It’s estimated that DC will make $100 million on these deals. They are going to need that money to offset losses from the terrible box office they are headed for.
What other brand deals does “Supergirl” have?
KFC- Kentucky Fried Chicken
KFC is offering a Supergirl Menu that features three dipping sauces including: Supergirl’s Solar Honey Mustard, Lobo’s Wild Ranch, and Ruthye’s Sweet Chili Revenge.
There is also a Kryptonite Kooler and a special $30 Krypto bucket (that doesn’t have chicken in it).
Milkbone
Okay, I will 100% give them this one. They have Krypto on their Krypto Treats packaging.
Samsung
Samsung is offering digital art through their Samsung Art Store and a sweepstakes with Best Buy.
“Samsung and Best Buy are launching “Supergirl” sweepstakes at more than 600 participating Best Buy stores nationwide from June 22 through July 19. Special “Supergirl” content will play on Samsung Micro RGB TV displays in each store, where the display’s precise color expression will reveal a hidden riddle. The answer to this riddle will unlock additional entries to the sweepstakes.”
American Airlines
Customers flying with American will be given access to exclusive Supergirl-themed content including official trailers and a behind-the-scenes (BTS) featurette.
Waymo
They are offering “Supergirl”-themed vehicles in San Francisco, Los Angeles, and Phoenix.
Timex
They are doing a watch like they did with Superman, this time it’s SUPERGIRL x Blondie x Timex.
Coldstone Creamery
They are offering two Supergirl ice cream treats
Supergirl’s Cosmic Kettle Corn Creation: Kettle Corn Ice Cream mixed with caramel corn, caramel, and Supergirl colored sprinkles.
Popcorn Supernova Shake: Kettle Corn Ice Cream and caramel corn, topped with whipped cream and sprinkles.
Pinkberry
Pinkberry is offering
Supergirl’s Galactic Lemonade Froyo: Citrus Lemonade Frozen yogurt.
Galactic Lemonade
This one makes a lot of sense.
They will be co-branding PSAs and promoting the film during adoption events.
As the proud momma of adopted dogs and cats, I fully support this one! Please adopt!
Another tie-in that makes sense. Also a good thing to have as a pet owner.
Stanley Steamer is offering a “pet bundle” for when they don’t get it all on the newspaper.
This one also makes sense as a collaboration.
The new Stanley Steemer Pet Bundle includes:
A deep carpet or floor cleaning
Upholstery couch cleaning
Professional pet deodorizer treatment
This tie-in is featured across several milk brands and retailers along with a sweepstakes.
“Supergirl-themed signage landed in more than 2,600 dairy aisles nationwide, including at Albertsons, Walmart and Kroger, in May. Five regional dairy brands — Crystal Creamery, Sarah Fresh, Lucerne, Hollandia and Maola— also debuted co-branded Supergirl labels across approximately 17 million milk units, each featuring a custom QR code directing consumers to the Gonna Need Milk Supergirl Sweepstakes.”
Synergy Kombucha
“Your gut superhero” campaign features an instant win game and four flavors of kombucha including:
Guava Goddess
Mystic Mango
Peach Paradise
Trilogy
Many of these brands worked with DC in the past or are pet tie-ins that make sense, but a film focused on “no make-up”, being “messy”, and “gritty” doesn’t seem like a makeup/skin care collaboration to be.
But what do I know. I’m just the female demographic they want.