Selena Gomez and Demi Lovato reunited for a Rare Beauty campaign called "Still Making Each Other Blush," which recreates their 2009 Disney Channel film Princess Protection Program and launches a $50 "Delena" blush bundle, per Variety.
Two kids who met on Barney & Friends have turned their childhood into a soft pinch liquid blush, and you need to understand what that actually is. The friendship is the IP. The 2009 movie is the trailer. The $50 is the release date. Princess Protection Program, seventeen years later, is now in a small tube, and the only thing the princesses are protecting is your wallet.
The shades are named "Hope" and "Virtue." Hope is a nude mauve, Virtue is a beige peach, and together they form a moral framework you can wear for $50. Lovato says the recreation "feels like being back in our old bedrooms," which is exactly right. The old bedrooms were a content source. Everything in them has an SKU now. The bunk beds are the platform and the blush is the app.
The campaign video lip-syncs "One and the Same" over recreated clips from The Demi and Selena Show. A 2007 YouTube duo is now a Rare Beauty launch asset. Disney Channel ran the original friendship for four seasons, and the brand picked up the stream rights at $50 an episode. The blue and yellow gowns are a callback to the old poster, and the poster is now a point of sale.
This is what a sequel looks like now. No studio, no script, no premiere. Just two women, a makeup brush, and a checkout page. The friendship is real, and that is the whole trick. Real is the one ingredient the campaign did not have to manufacture.
YOUR TURN: Is the $50 ship worth it, or are the old bedrooms too expensive to visit now?
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