Branded ice cream experiences, particularly within beauty, are emerging as a compelling way for brands to translate scent and product identity into taste, creating cooling, indulgent moments that stick in consumers' minds long after summer ends. More than dropping creative collaborations with ice cream scoop shops, brands are experimenting across gelato and frozen yogurt formats too, each offering a different texture and sensory register while still delivering that refreshing, hot-weather appeal.
Strategically, frozen treats are an accessible, low-pressure entry point that creates multisensory memories that are inherently social and photogenic. In support of a best-selling, multi-benefit hair primer and protectant with a sweet, nostalgic scent profile with notes of plum and bourbon vanilla, one brand launched a gelato with the same notes, but edible. And at a time people are after protein indulgences, partnerships with protein-forward frozen dessert creators are in focus, as seen with David Protein’s collab with Poppi and an upcoming Josie Maran takeover.
- Gen Z
- Gen Alpha
- Millennial (primary audience)
- Gen X (primary audience)
