In a world where brand loyalty is hard-won and harder to keep, the beauty industry is increasingly leaning on brand licensing and collaborations to stay relevant, reach new audiences, increase awareness, revenues and profits and keep product lines and retail relationships fresh.
Brand licensing is when retailers, manufacturers and brands collaborate to create consumer products – the reason we have Minecraft make-up, Duran Duran fragrances, mac and cheese flavoured lip balm and now Chupa Chups deodorants, a collab with sustainable personal care brand Wild that also offers a range of body wash, lip balm and hand wash in Chupa Chups lollipop scents with refillable cases.
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