We have been talking a lot about brand exhibitions and unique consumer product marketing strategies in class. e.l.f. cosmetics and Chipotle might seem like an unlikely pair, yet the two companies see it differently. Although the two companies are associated in different industries they found a commonality in each other through their company values, and therefore their customers. Chipotle’s CMO explains, ‘e.lf.’s mission is to make beauty accessible to every eye, lip, and face while Chipotle’s aim is to make better food accessible to everyone.’
“We don’t just want to do the conventional thing. We want to be part of culture and show up in unique places”
-Chris Brandt, Chipotle’s CMO, said of the effort.
Chipotle and e.l.f have been in collaboration for over a year now. Their first collaboration came during the start of the COVID-19 pandemic with a makeup line and virtual prom after-party. Almost exactly a year later the partnership launches another Chiptole themed eyeshadow palette and custom-themed products like the avocado-shaped makeup sponge. This collaboration has proved to be successful for the two companies as it drew in new consumers to e.l.f and grew the companies awareness through the buzz of the unique collaboration.
Let’s dig deeper:
Do you think this was a good choice in collaboration for both Chiptole and e.l.f?
How do you think they could take this collaboration further?