Get Your "PURRR" On: Nat Geo WILD and Pur Minerals Join Forces to Help Get Women CatWalk Ready for BIG CAT WEEK with the New "Untamed Glamour" Makeup Collection
Limited Edition Collection Now Available for Nat Geo WILD's FOURTH ANNUAL BIG CAT WEEK, Beginning Friday, Nov. 29
WASHINGTON, Nov. 7, 2013 /PRNewswire-USNewswire/ -- Inspired by the majestic felines featured on Nat Geo WILD's annual Big Cat Week, the network teamed up with global cosmetics brand Pür Minerals to create a limited edition, "Untamed Glamour" makeup collection to inspire women to achieve the perfect cat-eye look. The three-piece collection featuring a leopard print embossed Mineral Glow Bronzing Powder, Black Precision Cat-Eye Eyeliner and Big Blink Deluxe Mascara is now available in the United States, Canada, Belgium, Sweden, Australia and the United Kingdom in advance of Nat Geo WILD's FOURTH ANNUAL BIG CAT WEEK (which begins Friday, Nov. 29).
In the United States, the kit will be sold at retailers ULTA Beauty, Kohl's, ShopNBC and at purminerals.com. To support the "Untamed Glamour" launch and drive Big Cat Week viewership, Nat Geo WILD and Pur Minerals will use the combined power of their marketing assets to deliver hundreds of millions of promotional impressions across all platforms. The centerpiece of the promotional effort is a :30 custom TV spot that will begin running on Nat Geo WILD in early November featuring "fiercely beautiful" models walking the catwalk in the African savannah surrounded by big cats as onlookers.
The spot, produced by LA's Big Machine in California's Simi Valley, included handmade African-themed costumes, one of which was crafted from 50 yards of silk into a masterpiece that will be auctioned off in support of National Geographic's Big Cats Initiative, aimed at curbing the decline of big cats in the wild.
To further help women achieve the perfect cat-eye look, Pur Minerals makeup artists will give cat-eye makeovers in 29 ULTA Beauty stores in 10 markets from mid-October through Big Cat Week and to National Geographic employees at the Washington, D.C., headquarters just prior to Big Cat Week. Retail partners ULTA and Kohl's are also getting behind the effort with in-store signage, digital and social media support.
Women can complete their look with a purrr-fect smile, knowing that a portion of the proceeds goes to National Geographic's Big Cats Initiative, dedicated to halting the decline of big cats in the wild through conservation and awareness. Now, more than ever, is the time to "Cause an Uproar" for big cats. In the past 50 years, Africa's lion population has declined by more than 90 percent. There are now more tigers living in captivity than in the wild. Cheetahs have disappeared from more than 75 percent of their range in Africa.
"Big cats are the ultimate symbol of power, beauty and grace, which is why I am thrilled that by working with Pur Minerals we were able to bring part of their majesty to the masses, all while helping women get catwalk ready for Big Cat Week," said Mari Belalcazar, director partnership marketing for National Geographic Channels.
"Dating back to Cleopatra, the cat eye has been an undeniable influence in beauty and is still very much in vogue today. It is with great honor that Pur Minerals was able to offer a modern twist on such an iconic look while benefitting the National Geographic Big Cats initiative," said Julie Campbell, vice president, Pur Minerals.
More than a television event, BIG CAT WEEK is an extension of the Big Cats Initiative, a long-term commitment by the National Geographic Society to stop poaching, save habitat and sound the call that big steps are needed to save big cats around the world. This global initiative actively supports on-the-ground conservation projects and education to help stem and eventually reverse the rapid disappearance of big cat populations. For more information on BIG CAT WEEK, visit www.natgeowild.com/bigcatweek or follow us on Twitter @NGC_PR. More information on the Big Cats Initiative and how you can get involved, visit www.causeanuproar.com.
About BIG CAT WEEK
They are nature's most majestic predators that face more danger than they pose. All members of the world's big cat species, including lions, tigers, cheetahs, jaguars, cougars and more are known for their incredible strength, speed, agility and beauty. Beginning Friday, Nov. 29, 2013, at 9 p.m. ET/PT, Nat Geo WILD presents the FOURTH ANNUAL BIG CAT WEEK, the network's most-watched week, to dramatically showcase the world's most extraordinary big cat species. Kicking off this year's week is Man v. Cheetah with Chris Johnson — the NFL's fastest running back — and Devin Hester — the super-agile wide receiver and kick returner — both taking part in an extraordinary challenge to race a cheetah. Our favorite lady cougar, Betty White, also joins us this week in her special, Betty White Goes Wild! Additionally, National Geographic Explorers-in-Residence and renowned filmmakers Beverly & Dereck Joubert present us another gorgeous film from the bushes of Africa, Game of Lions, and big cat wrangler Boone Smith brings us Cougar v. Wolf. Finally, the week will include big cat premieres Super Cat and Killer Queen. It's a cat-eat-cat world lineup!
About Nat Geo WILD
For more than 30 years, National Geographic has been the leader in wildlife programming. The networks Nat Geo WILD and Nat Geo WILD HD, launched in 2010, offer intimate encounters with nature's ferocious fighters and gentle creatures of land, sea and air that draw upon the cutting-edge work of the many explorers, filmmakers and scientists of the National Geographic Society. Part of the National Geographic Channels US, based in Washington, D.C., the networks are a joint venture between National Geographic and Fox Cable Networks. In 2001, National Geographic Channel (NGC) debuted, and 10 years later, Spanish-language network Nat Geo Mundo was unveiled. The Channels have carriage with all of the nation's major cable, telco and satellite television providers, with Nat Geo WILD currently available in 54 million U.S. homes. Globally, Nat Geo WILD is available in more than 96 million homes in 90 countries and 28 languages. For more information, visit www.natgeowild.com.
About Pür Minerals
Pur Minerals combines the finest ingredients in nature with the latest in skincare technology to give women of all ages, skin tones and skin conditions clinically proven results. Pur Minerals products contain no harsh chemical dyes, petroleum-based oils, fragrance or fillers. Pur Minerals products are available at ULTA Beauty stores nationwide, Kohl's department stores and www.purminerals.com.
SOURCE Nat Geo WILD