Yes” data-auth=”” data-authors=”richard-collings” data-bitlyurl=”https://adweek.it/2WxTTY8″ data-categories=”cannabis-marketing, cpg” data-company=”” data-date=”2020-05-15 01: 30″ data-excerpt=”Cosmetics brand taps into two major trends expected to continue after Covid-19.” data-featured=”cpg” data-id=”1156099″ data-outstream=”yes” data-popup=”” data-tags=”[“cannabis-marketing”,”cpg”,”brand-marketing”]” data-title=”e.l.f.’s Chipotle Collaboration and New CBD Line Fend Off Pandemic Blues” data-url=”https://www.adweek.com/brand-marketing/e-l-f-s-chipotle-collaboration-and-new-cbd-line-fend-off-pandemic-blues/” data-zone=”brand-marketing” id=”post-1156099″ itemscope=”” itemtype=”http://schema.org/Article”>
Cosmetics brand name take advantage of 2 significant trends expected to continue after Covid-19
e.l.f.’s Chipotle-inspired vanity case sold out in 4 minutes( though supply was limited).
A brand-new Chipotle-inspired prom vanity case by e.l.f. Cosmetics is the outcome of an unusual however smart mashup with the fast-casual chain, and offered out in mere minutes Thursday, CMO Kory Marchisotto informed Adweek.
The cosmetics and skincare business also released a line of full-spectrum CBD skin care items today to interest buyers’ increased desire for skin care and health items throughout the pandemic, she added.
The partnership and the brand-new offerings are the current examples of how brands are coming up with innovative ways to boost service in a hard time.
” E.l.f. and Chipotle go together since our worths line up,” stated Marchisotto, including that such efforts also meet the business’s desire to put a smile on individuals’s faces during a challenging time.
The mission of e.l.f. is to make appeal accessible to every eye, lip and face, while Chipotle’s goal is to make better food available to everybody, she kept in mind.
” Like Chipotle’s commitment to properly sourced food, e.l.f. prides itself on 100%vegan items, and the parallels certainly do not end there. Both brands are quick-thinking, agile disruptors who can move quickly on ideas that resonate with the Gen Z audience,” said Tressie Lieberman, vp of digital and off-premise marketing at Chipotle.
While brand mashups are not brand-new, they will likely get traction as consumers look for distinct items and experiences that stand out from the crowd.
The offering becomes part of a broader collaboration in between the cosmetics brand name and Chipotle, which is hosting a virtual prom afterparty Friday evening following Teenager Vogue’s virtual prom occasion.
The set consists of a silver pouch that looks like a covered burrito, while the makeup consists of a primer-infused brush as a stand-in for guac, a lip exfoliator called Brown Sugar in lieu of wild rice, and a putty primer matte in place of sour cream.
In addition to the partnership, e.l.f. is recalibrating its product lineup to include more skincare and health and wellness items, as need for those items has actually increased throughout the pandemic.
In specific, the business launched a line of full-spectrum CBD products, which have trace quantities of THC, consisting of a facial oil, an eye cream, a body cream and a moisturizer.
The CBD line caters to customers’ need for a moment of calm and self-care, particularly in this anxiety-ridden minute for the world, Marchisotto stated. “What we see now is a blurring between health and beauty,” she said.
It’s also part of e.l.f.’s culture of testing and knowing. “We have a high risk tolerance,” she said. It comes from the original founders’ desire to sell a premium product for $1 online some 16 years ago, and versus the odds, being successful. “They made the impossible possible,” Marchisotto said.
Like with TikTok, which e.l.f. has had a presence on given that the platform’s early days, the cosmetics business doesn’t overthink– it checks and repeats what achieves success, Marchisotto explained.
For instance, the appeal brand issued a hashtag challenge including an original tune on TikTok to test the platform and step client engagement, which as of Might 10 resulted in the development of 3.5 million videos and generated 5.2 billion views.
In another example, the full-spectrum CBD line builds on the successful intro of cannabis sativa-infused products late last year such as Pleased Hydration Cream, Calm Balm lip balm and Puff Guide.
Being first to market with ingenious items is one of the things e.l.f. prides itself on, Marchisotto said. “Among things e.l.f. does brilliantly is we build on demands we hear, sentiment we hear.”
Editor’s note: This short article was upgraded to reflect the current numbers for e.l.f.’s TikTok hashtag obstacle, which led to the production of 3.5 million videos and 5.2 billion views.