This episode opens up with Dawson selecting a logo from a series of options Star's team sends over, picking out the final shades, and testing the final formulas for all of the products. After Dawson talks to his future sister-in-law, Morgan Adams, about what she looks for in makeup, he decides his palette needed more neutral shades and that he wants to include a clear gloss in the collection, because Adams doesn't use lipstick.
The team decides to call Morphe to gauge the brand's interest in being the exclusive partner for the collection. They explain that the hero product is The Conspiracy Palette, which includes 18 shades, with both wearable and out-of-the-box colours. Dawson describes the packageing to the Morphe team, which will include a black and white spiral. Dawnson and Star explain that there will also be a Mini Controversy palette, with shade names alluding to previous videos Dawson as made, a set of liquid lipsticks, and a gloss. In addition to the makeup, the collaboration will include merchandise like a pig-shaped mirror and makeup bags.
Once the Jeffree Star Cosmetics team hung up the phone, they discuss how big of a purchase order to make, given that they need product to sell on the brand's website in addition to the product for Morphe's stores. The team settles on just under a million palettes, which Star says would be his biggest purchase order to date. They mention that if they sell out, they'd make $35 million, and Star explains to a stunned Dawson he could potentially make $10 million.
Overall, what shocks me most about the series is the pure brilliance in marketing strategy. Because I've watched every video and seen how much work and passion went into this collection, I feel a part of it. I feel like I was there every step of the way as the duo discussed packageing, shade names, and formulas. I own (I'm not kidding) at least 30 makeup palettes, and I want this one. I want the pig mirror. I want the lipsticks. And if I feel this way, I'm sure others do as well. I fully expect this line to sell out the day it launches and I'm sure other brands will use this "behind the scenes" marketing in the future.