New cosmetics line features four ingredients-inspired colour cosmetics essentials
In a fresh PR stunt, US beauty brand e.l.f. Cosmetics has teamed up with American restaurant chain Chipotle Mexican Grill on a second collaborative beauty launch.
The new limited edition line features a 12-pan eyeshadow palette (US$16) as the hero product with food-themed names from the burrito and taco aficionados.
The Chipotle-inspired names include pinto beans, fajitas, mild salsa and guac, and are available in matte, shimmer and metallic shades.
To top off the product’s appeal, every purchase of the palette comes with a free ‘chips and guac’ offer from the chain.
Also available in the line is the Make It Hot Lip Gloss, a lip-plumping gloss with a tint of ‘red-hot salsa’ colour; Extra Guac Face Sponge Set, an avocado-shaped spine with angled and rounded sides and mini pit-shaped sponge; and Eyes Chips Face Makeup Bag, which is designed to look like Chipotle’s tortilla bag (from $8).
“There is nothing tastier than the combination of burritos and make-up,” said Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty.
“We have long admired Chipotle and we are thrilled to come together to do things that neither one of us have done before.
“We share the same renegade spirit and are both committed to bringing the best ingredients to our consumers at extraordinary prices.”
Chipotle’s VP Digital Marketing, Tressie Lieberman, added: “We’re always looking for opportunities to lead culture and make authentic connections with Gen Z alongside brands that share similar values.
“Following our first launch with e.l.f., which sold out in less than four minutes last spring, we've taken our collab to the next level with beauty products celebrating our real ingredients in totally unexpected ways.”
Customers with an appetite for the new line can shop the products exclusively at elfcosmetics.com and chipotlegoods.com.