By Kayla Robbins
With Star Wars: The Force Awakens rocking the box office and turning long-term aficionados into squealing fangirls once again, it’s no surprise that more and more companies are trying to capitalize on its success by incorporating Star Wars themes into their product lines. From Lego sets to waffle makers, it seems that there’s nothing that can’t be Force-ified with a little determination. Yet, as tired as we all are with unnecessary branding (I mean, do the minions from Despicable Mereally need to be on everything?), one surprisingly comfortable fit seems to be CoverGirl’s new line of Star Wars themed cosmetics. The products come in a range of new shades—perfect whether you’re on the “Light Side or the Dark Side.” The limited edition line includes six different lipstick shades, nail polishes with names like “speed of light” and “red revenge,” and Dark Side mascara stamped on the back with any one of 10 memorable lines from the movies.
Beyond the cool factor of being able to display your faction affiliation in your mascara, this new product line speaks to a broader cultural phenomenon. Whereas Star Wars was once seen as a hobby for geeks and nerds, it has now achieved popularity in society at large and, specifically, with women and girls. It is in no small part due to Daisy Ridley’s fierce performance as the protagonist in The Force Awakens (contrasted with the infuriatingly and inexplicably passive role Padme took in the later prequels). It is widely acknowledged that the female demographic is beginning to feel more comfortable sitting among the audience of these films. It’s funny how women are happy to show up to your “guy” movies when they’re not marginalized, ignored, or written in a way that fails the Bechdel Test.