Once again kudos to Chipotle Mexican Grill. Last year I wrote about their innovative supply chain initiatives, plus recognized them for winning Marketing Dive’s 2020 mobile marketer of the year award. Last week I learned they formed another strategic alliance with cosmetics brand e.l.f to further leverage their target audiences.
Last year during the pandemic, Chipotle and e.l.f. Cosmetics created a special virtual prom after-party for teens. Both companies have a core value of using ingredients that personify purity/sustainability, thus appeal to Gen Z. Note: The prom makeup kit e.l.f. assembled last year sold out in four minutes. The CMO of e.l.f. also indicated data revealed their products were purchased by a group of new consumers to their product line.
Now they are in the midst of launching the sequel (round two): A limited-edition line of beauty products inspired by the fast-casual chain’s menu. Chipotle will add to its menu a vegan Eyes Chips Face bowl inspired by the beauty brand. e.l.f. created custom food inspired products like an avocado-shaped sponge for applying makeup, eyeshadow colors that run the gamut from avocado to hot salsa, a red Make It Hot Lip Gloss and an Eyes Chips Face makeup bag. These items will go on sale on their company’s websites, apps, as well as numerous social media platforms (e.g., livestream selling platform Ntwrk and TikTok). Both companies announced they will make more product available given the results of their first collaboration. Brand synergy! Their smart marketing goal is to engage and integrate their brands with Gen Z culture.
Chipotle: Always innovating; A Cut Above!