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 taps into 2 major 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 new Chipotle-inspired prom vanity case by e.l.f. Cosmetics is the outcome of an unusual however clever mashup with the fast-casual chain, and offered out in mere minutes Thursday, CMO Kory Marchisotto informed Adweek.
The cosmetics and skin care business likewise introduced a line of full-spectrum CBD skincare products today to appeal to consumers’ heightened desire for skin care and wellness items throughout the pandemic, she included.
The cooperation and the new offerings are the latest examples of how brands are coming up with innovative ways to boost company in a hard time.
” E.l.f. and Chipotle go together because our worths line up, “said Marchisotto, adding that such efforts likewise meet the company’s desire to put a smile on people’s faces throughout a difficult time.
The objective of e.l.f. is to make appeal accessible to every eye, lip and face, while Chipotle’s goal is to make better food accessible to everyone, she noted.
” Like Chipotle’s dedication to properly sourced food, e.l.f. prides itself on 100%vegan items, and the parallels definitely don’t end there. Both brands are quick-thinking, nimble disruptors who can move quick 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 acquire traction as consumers seek distinct items and experiences that stick out from the crowd.
The offering belongs to a broader partnership in between the cosmetics brand name and Chipotle, which is hosting a virtual senior prom afterparty Friday evening following Teenager Vogue’s virtual senior prom event.
The package consists of a silver pouch that looks like a wrapped 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 brown rice, and a putty primer matte in location of sour cream.
In addition to the partnership, e.l.f. is recalibrating its item lineup to consist of more skincare and health and health items, as need for those products has spiked during the pandemic.
In particular, the business introduced a line of full-spectrum CBD items, which have trace amounts of THC, including a facial oil, an eye cream, a body cream and a moisturizer.
The CBD line caters to consumers’ need for a minute of calm and self-care, particularly in this anxiety-ridden minute for the world, Marchisotto stated. “What we see now is a blurring in between wellness and charm,” she said.
It’s likewise part of e.l.f.’s culture of screening and learning. “We have a high danger tolerance,” she stated. It originates from the original founders’ desire to sell a premium item for $1 over the internet some 16 years back, and against the odds, being successful. “They made the impossible possible,” Marchisotto stated.
Like with TikTok, which e.l.f. has had an existence on considering that the platform’s early days, the cosmetics business does not overthink– it checks and repeats what succeeds, Marchisotto explained.
For example, the beauty brand name issued a hashtag difficulty featuring an original song on TikTok to check the platform and step customer engagement, which as of May 10 resulted in the production of 3.5 million videos and produced 5.2 billion views.
In another example, the full-spectrum CBD line develops 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 initially to market with innovative items is one of the things e.l.f. prides itself on, Marchisotto stated. “One of things e.l.f. does brilliantly is we construct on demands we hear, sentiment we hear.”
Editor’s note: This article was upgraded to reflect the most recent numbers for e.l.f.’s TikTok hashtag obstacle, which led to the creation of 3.5 million videos and 5.2 billion views.