The Limited-Edition e.l.f. x Chipotle Collection Targets Gen Z
Laura McQuarrie — March 4, 2021 — Fashion
References: elfcosmetics & businesswire
This spring, Chipotle fans are being treated to a brand-new e.l.f. x Chipotle collection that celebrates real ingredients in a fun way through cruelty-free, vegan cosmetics. The color cosmetics collection includes a 12-piece eyeshadow palette with a mix of shades inspired by classic ingredients like pinto beans, corn salsa, lettuce, sofritas and more. There's also the Make It Hot Lip Gloss, an avocado-shaped sponge and a makeup bag that looks like it holds tortilla chips.
Last year, Chipotle's first launch with e.l.f. sold out in less than four minutes, so fans will want to get their hands on the crave-worthy collection as soon as they can before it's gone. Targeting Gen Z, the e.l.f. x Chipotle collection can be found on both collaborators' sites, plus the mobile-first virtual shopping platform, NTWRK.
Last year, Chipotle's first launch with e.l.f. sold out in less than four minutes, so fans will want to get their hands on the crave-worthy collection as soon as they can before it's gone. Targeting Gen Z, the e.l.f. x Chipotle collection can be found on both collaborators' sites, plus the mobile-first virtual shopping platform, NTWRK.
Trend Themes
1. Fast-casual Restaurant Merchandise - Fast-casual restaurants can partner with brands and create merchandise that complements their menu offerings, targeting Gen Z through exclusive collections.
2. Food-inspired Cosmetics - Beauty brands can take inspiration from food ingredients and create fun, vegan, and cruelty-free cosmetics, targeting Gen Z with their playful and inclusive approach.
3. Limited-edition Collaborations - Limited-edition collaborations between brands can drive excitement among fans and collectors, creating a sense of urgency and exclusivity around the products.
Industry Implications
1. Fast-casual Restaurants - Fast-casual restaurants can leverage their brand and menu offerings to create exclusive merchandise collaborations with beauty and fashion brands targeting young customers.
2. Beauty and Cosmetics - Beauty and cosmetics brands can target young customers with vegan, cruelty-free, and playful makeup collections that take inspiration from food ingredients and partner with fast-casual restaurants for wider reach.
3. E-commerce and Retail - Virtual shopping platforms and online marketplaces like NTWRK can act as exclusive channels for limited-edition merchandise collaborations between brands, creating a sense of urgency and allowing customers to buy directly from their favorite collaborators.
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