Oktoberfest is a festival in Munich, Germany, and in August 2011 it inspired a make-up range. The German drugstore brand Manhattan Cosmetics launched an Oktoberfest limited edition. It was made up of 10 products and a tie-in drink accessory.
The collection was a playful meeting of Manhattan and Munich. It was aimed at anyone heading to the beer tents, or simply wanting a little Bavarian cheer in their make-up bag.
What was in the collection
The range’s emblem was a pretzel. A special Manhattan Cosmetics pretzel logo appeared on the new products. Product caps also carried a pretzel circle. A German beauty blog noted that on the lipsticks the pretzel took the place of the brand’s usual heart.
WWD reported the line-up and prices in euros in August 2011:
- Blotting papers in red-and-white-checked packaging: 2.99 euros.
- Baked rouge in four shades: 5.99 euros.
- Lipstick in four shades: 4.99 euros.
- A mini-mascara: 3.99 euros.
These were budget prices, in keeping with the brand’s position. A trade report from 2013 described Manhattan as a trend-oriented budget label that launches regular limited editions.
A dirndl designer and a water bottle
The extra was a drinks accessory. Dirndl designer Lola Paltinger gave a mini Sigg water bottle her style, with gingham, lace, roses and a noble stag. Her designs have been worn in Germany by Paris Hilton and Salma Hayek.
It was the second collaboration between Manhattan and Sigg. The bottle was sold on Sigg’s website for 17.90 euros.
Where and when it was sold
The range was a short-run seasonal launch, timed to the festival. It reached counters in Germany at the start of September and in Switzerland at the start of October. It was to be available for eight weeks. That year’s Oktoberfest in Munich ran from 17 September to 3 October.
In Germany, the drugstore chains Rossmann and dm were among the retailers stocking it in 2011.
The brand behind it
Manhattan is a long-established name in German colour cosmetics. The label was founded in 1964 by Dr. Scheller Cosmetics. Coty bought it in 2010. The Oktoberfest range therefore came in the first year or so of Coty’s ownership. Under Coty, Manhattan stepped up its collaborations with fashion brands, designers and bloggers.
Manhattan was already fond of themed, limited-run launches. Earlier in 2011, it had hosted a month of events in bars and clubs for a limited edition called Freaky Friday, built around vibrant pinks and oranges. The Oktoberfest range applied the same idea to a festival with a strong visual identity: checks, pretzels and Bavarian trim.
The collection was made for 2011 and sold for a set eight-week window. Fifteen years on, its products belong to that season’s history, and its pretzel-capped lipsticks and checked blotting papers are best known from their original launch.
Oktoberfest itself returns to Munich each autumn, and the 2011 dates above are those of that year’s festival only.