# Fairytale Makeup Paul & Joe 'Alice in Wonderland' Collection is Just in Time for the Movie By Miia | Published 2010-01-25 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/paul-joe-alice-in-wonderland References: [britishbeautyblogger](http://www.britishbeautyblogger.com/2010/01/paul-joe-alice-in-wonderland-collection.html) & [paul-joe-beaute](http://www.paul-joe-beaute.com/en/#/c10sp/) The Paul & Joe ‘Alice in Wonderland’ collection is such a cute thing to have, especially if you are a makeup junkie like myself. The ‘Alice in Wonderland’ [Limited Edition](https://www.trendhunter.com/trends/annabelle-cosmetics) will launch at ASOS.com on the 25th of February and will contain the [shine control blotting paper](https://www.trendhunter.com/trends/primer-moisturizer-gift) with mirror and two [lip treatments](https://www.trendhunter.com/trends/ultra-glossy-lip) that will hydrate and give a discreet shine and color to your lips. Now I just know what to ask for my birthday as a late but very much appreciated gift. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 70% | Activity: 92% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Fairytale-themed Makeup Collections:** Opportunity for brands to collaborate with popular fairytale franchises and create limited edition makeup collections that appeal to fans. - **Licensed Movie Merchandise:** Opportunity for brands to create exclusive merchandise tied to popular movie releases, such as makeup collections inspired by Alice in Wonderland. - **Functional Makeup Products:** Opportunity for brands to create makeup products that not only enhance beauty but also offer additional features, such as shine control blotting papers with mirrors. ### Where This Applies - **Cosmetics:** Disruptive innovation opportunity: Explore collaborations with popular franchises and create limited edition makeup collections to attract new customers and boost sales. - **Entertainment Merchandise:** Disruptive innovation opportunity: Develop exclusive movie tie-in merchandise, such as makeup collections, to capitalize on the popularity of franchise releases. - **Beauty Accessories:** Disruptive innovation opportunity: Design innovative beauty accessories that offer additional functionality, such as makeup products with built-in mirrors for on-the-go touch-ups. ## Related on Trend Hunter - [Whimsical Cartoon-Themed Cosmetics](https://www.trendhunter.com/trends/jo-malone-london-x-disney-collection.md) - [Fairytale-Inspired Beauty Collections](https://www.trendhunter.com/trends/fairytales-collection.md) - [Intricate Fairytale-Like Makeup Sets](https://www.trendhunter.com/trends/four-essential-sets.md) - [Vampire Film Makeup Capsules](https://www.trendhunter.com/trends/colourpop-x-twilight.md) - [Fantasy-Comedy Makeup Collabs](https://www.trendhunter.com/trends/colourpop-x-dreamworks-shrek.md) - [Vampire Film Makeup Lines](https://www.trendhunter.com/trends/colourpops-twilight-makeup.md) - [Festive Film Makeup Collections](https://www.trendhunter.com/trends/revolution-beauty-x-elf-collection.md) - [Holiday Movie Makeup Collections](https://www.trendhunter.com/trends/nyx-professional-makeup-home-alone-collection.md) - [Grungy Movie-Inspired Cosmetics](https://www.trendhunter.com/trends/half-magic-beauty.md)