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Rihanna, MAC cooperating on new line of makeup

Los Angeles readers who want to look like Rihanna might soon have an easier time imitating her hard-edged style. The "We Found Love" singer is designing and endorsing a line of MAC Cosmetics that will debut in spring, the singer and makeup company announced together earlier this week.

It is the latest installment in what has been a marketing and promotion blitz for the Barbadian singer.

On Feb. 16, she debuted her first fashion collection for British retailer River Island. In May, she will embark on her Diamonds World Tour, which she will use as a platform to promote her MAC line, called RiRi Hearts MAC.

Rihanna is designing 31 pieces for MAC, including lipstick, blush, eye shadow and fake eyelashes. RiRi Hearts MAC will have new products for each season, plus more for a special holiday collection.

The collaboration with Rihanna will be the largest MAC has ever undertaken with a celebrity. A spokesman for Estee Lauder, which owns MAC, quipped that when it comes to endorsements, MAC "likes to go on a date, but doesn't really want to get into a relationship," so its long-term commitment with Rihanna is a definite first for the chain.

Endorsements are a very large source of revenue for many people in the entertainment industry. While they can be quite lucrative, there are also many endorsements that do not work out. One reason some endorsements fail to flourish is that they were not properly negotiated, so the spokesperson, the company or both wound up not getting what was sought in the first place. This is why it is seldom a bad idea to have assistance when negotiating an endorsement contact.

Source: Women's Wear Daily, "MAC Joines Forces With Rihanna," Samantha Conti and Julie Naughton, Feb. 20, 2013

  • For more information, you could visit the Endorsements section of our website.

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