Chipotle and e.l.f. Partner Again on Menu-Inspired Makeup

Hungry for more, Chipotle and e.l.f. Cosmetics are once again collaborating with a limited-edition line of beauty products inspired by the fast-casual chain's menu. The duo teamed up just under a year ago to create a virtual prom after-party for teens, who were unable to enjoy such high school past times in person because of the pandemic. "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. The synergy He also pointed to e.l.f.'s purity of mission regarding the ingredients it uses in its products—something that is also important to Chipotle given its emphasis on sustainably grown ingredients. Not only do these two like-minded companies share values, but they also appeal to Gen Z, Brandt said, noting that the passion shown when the two brands pair up is something "truly special." Indeed, the prom makeup kit e.l.f. assembled last year not only sold out in four minutes, but it was also purchased by a group of consumers who had never bought e.l.f. products before, said Kory Marchisotto, e.l.f.'s CMO. "Those two data points alone said there is some kind of magic happening here," she explained. The sequel Fans of both the beauty brand and Chipotle can rest a little easier this time around, as there will be much more product available, as well as more opportunities to engage, although it's still only for a limited time, Marchisotto added. However, unlike their first collaboration, this time the brands created custom products. For example, among the food-inspired cosmetics are an avocado-shaped sponge for applying makeup and eyeshadow colors that run the gamut from avocado to hot salsa, as well as an Eyes Chips Face makeup bag and a red Make It Hot Lip Gloss. Those items will go on sale on both e.l.f.'s and Chipotle's websites, as well as on livestream selling app Ntwrk, on March 10. Members of e.l.f.'s loyalty program, e.l.f.'s Beauty Squad, will get the first crack at the new lineup on March 9, however. In addition, Chipotle will update its menu with a vegan Eyes Chips Face bowl inspired by the beauty brand. It will be available on the Chipotle app and Chipotle.com as of March 10 as well. To create the entree, Chipotle and e.l.f. tapped drag queen stars Trixie Mattel and Kim Chi, who will also be giving each other makeovers with the Chipotle-inspired e.l.f. makeup on social media. "The thing I’m most excited about is we’re on their menu," Marchisotto said. Just as important are the brands' plans to amplify what Marchisotto described as an activation with an Eyes Chips Face song, which is a remixed version of a prior track, Eyes Lips Face. The new song will be released on social media platform TikTok in tandem, a place where e.l.f. has had plenty of success in the past. "The surround sound is music, it’s food, it’s this whole rich dynamism, it’s livestream selling," Marchisotto said. "It’s a modern approach to brand collaboration that moves beyond product." The magic The partnership between Chipotle and e.l.f. speaks to the broader trend among brands in recent years to enter into unlikely mashups. "It’s happening in all businesses … and I think the real value of a brand is thinking about how do you engage, entertain and seduce your customers in different ways," Marchisotto said. "When you break out of the constraints … that’s when the magic happens." She pointed out e.l.f. is no longer just a beauty brand; it's also a content creation machine, producing original hit tunes and digital immersion experiences such as its Keys Soulcare Lounge with Grammy-winning artist Alicia Keys. "Covid has forced everybody to rethink the playbook, to rethink the art of the possible," Marchisotto said. "I've got this audience that’s here for me and my brand and how do we continue to engage them in delightful ways? That’s ... what propelled us to think differently about e.l.f." Marchisotto added, "How do we create an experience and a universe that people want to be part of?" Product, naturally, is part of that formula, but there's "the other tickling of the senses," she said, such as digital tools that have made this possible.

Creative Disruption

Chipotle and e.l.f. Give Fans Another Serving of Menu-Inspired Makeup

The beauty brand and fast-casual chain share values—and a target audience

The synergy

Richard Collings

About

Subscriptions

Events

Publications

The synergy

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Richard Collings