# Prof. Samuel Craig on makeup and movie marketing partnerships

1 Faculty News June 1, 2014 ![](/sites/default/files/styles/246w/public/assets/images/makeitbetter.jpg?itok=_W3w3Dv0)>

Excerpt from [make it better](http://www.makeitbetter.net/better-you/fashion-and-beauty/6223-movie-makeup-inspiration) -- "'Makeup is a very crowded category and it's tough to get noticed,' [Craig](http://www.stern.nyu.edu/faculty/bio/c-samuel-craig) says, so movie branding is one way to stand out. And even though many of the branded cosmetics are available for only a fleeting time, it may be long enough to spur a sale to a new customer. 'People who like the star and like the movie think, "I'll try it,"' he says. 'People see it and they want to be part of that magic.'"

[Read more](http://www.makeitbetter.net/better-you/fashion-and-beauty/6223-movie-makeup-inspiration)