e.l.f.'s Chipotle Collaboration and New CBD Line Fend Off Pandemic Blues

Cosmetics brand taps into two major trends expected to continue after Covid-19

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A new Chipotle-inspired prom makeup kit by e.l.f. Cosmetics is the result of an unusual but clever mashup with the fast-casual chain, and sold out in mere minutes Thursday, CMO Kory Marchisotto told Adweek.

The cosmetics and skincare company also launched a line of full-spectrum CBD skincare products this week to appeal to shoppers’ heightened desire for skincare and wellness products during the pandemic, she added.

The collaboration and the new offerings are the latest examples of how brands are coming up with inventive ways to boost business in a difficult time.

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