Eccentric Beauty Brand Collaborations

In the past, when collaboration marketing between similar industries was common, we saw new products for that specific industry. Now, products that are unlikely pairings are collaborating together, breaking stereotypes and invigorating the varying markets they pull from. This combination is expected to continue in the future, given that it is drawing a great attention among MZ (Millenials and Gen Z) generation who follow the new trends and enjoy sharing exclusive information on their social platforms.

Collaborations like these contain “specialties'' just like limited editions. Brands having a fun collaboration can gain a positive image and maximize their brand’s value by exiting out of the fixed image consumers may have in mind about said brand, and offering new aesthetic pleasures to those consumers. Beauty brands are also taking the lead in introducing a variety of unique cross-category products by targeting ‘Funsumers’ (Fun+Consumers), who pursue enjoyable and special experiences. Some amazing collaborations of cosmetic brands that you would have never thought of are listed below - take a peak:

Sephora x Stabilo

You may have seen everyone using this famous stationery supplies from Stabilo, but if not fret-not because they are carried in-stores and online at Sephora! Inspired by the pocket-size highlighters of Stabilo Boss Mini, the felt-tip eyeliner comes in four shades, Ink Splash, Back To School, Summer Holiday, and Chocolate Break at LVMH-owned Sephora. You can easily draw your eyeliner between thin and thick lines using the highlighter shaped tool, with even brighter color intensity.

Mentos x Innisfree

The Korean beauty brand, Innisfree collaborated with Mentos, the globally well-known candy brand and released ‘No Sebum x Mentos’ in April 2020. No-Sebum Mineral Powder is one of the most beloved products in Innisfree which eliminates sebum, secreted from your face or hair. From every brush of the powder on your face, you can smell 6 Mentos flavors, mint, lemon, peach, melon, cherry and grape. 

Crayola x ASOS

American Crayon Brand, Crayola partnered with British online retail store, ASOS and created a Crayola Beauty, featuring lipsticks, face crayons, palettes, highlighters and mascaras. This time, consumers were able to use Crayola styled tools on their face rather than on paper! Inspired by the various colors of crayons- colors like cerulean, pine green, and mango tango were released as lipstick shades with ultra-creamy texture. All products were made cruelty-free and vegan.