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This spring, Barbie and MAC Cosmetics introduced a color cosmetics collection, called Barbie Loves MAC, for adults and a $35 MAC Barbie, which were sold in department stores and MAC boutiques. The effort got off to a robust start. Dickson noted that MAC Cosmetics sold through 70 percent of two months' worth of inventory in two weeks, and some items, including Rocking Chick Lipstick, sold out within days.
"The cultural news that we created with the Barbie Loves MAC Collection proved the timing was right to connect back to the mass market and to the youth [heritage] of the brand," said Dickson. He noted that several years ago, retailers and manufacturers discovered the youth market as an attractive audience with money to spend on the latest trends...
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