A makeup brand partnering with a fast food chain?

Julia Sellman
2 min readMar 6, 2021

Who would’ve thunk it — a makeup brand and a fast food Mexican chain to do a collaboration? Sometimes the most unexpected combinations end up working out great…

Explain?!
E.l.f. Cosmetics and Chipotle have teamed up for the second time, creating a buzz around their campaign featuring a limited-time menu item and a special makeup collection inspired by the ingredients of a burrito. Yea, I agree- sounds pretty nuts.

However, in 2020, the pair created a similar makeup collection, creating only 100 makeup kits for a whopping $54, which sold out and QUICKLY! Clearly the collab was a success. So why not try again? Both of the companies have comparable sustainability missions. E.l.f. has a commitment to cruelty-free and vegan products. On the other hand, Chipotle has a commitment to sustainability and locally sourced foods.

Even with these similarities in company missions, the first time I read through this article, I was near shocked. I couldn’t believe that a fast food chain could boost sales in collaboration with a makeup brand. However, as I’ve learned many times in my life, sometimes an unlikely pair works out great — like apples and peanut butter.

This awesome makeup collaboration includes “an eyeshadow palette, lip gloss, face sponge set and a makeup bag.” There is even a vegan bowl coming out at Chipotle locations later in March called “Eyes. Chips. Face” bowl to support the campaign. Sounds like a lotta guacamole to me.

My Thoughts
I think this campaign shows innovation. The brands both are clearly looking to create buzz and it seems to have worked. U.S. citizens love Chipotle and they apparently even love putting Chipotle-colored makeup on their faces as well. The campaign is nothing less than creative and is attracting a slew of gossip and activity on social media. The two brands are participating on apps like Tiktok and the newly emerging Clubhouse app.

This campaign is targeting younger customers, especially with their interactions on Tiktok and Clubhouse. Gen-Z seems to expect a much greater level of authenticity than ever before. This is why it’s so important that these two brands have a connection in values, and why I believe this campaign has been and will continue to be successful.

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