ELF cosmetics teams with Dunkin’ to sweeten up morning makeup routines
Personal care and cosmetics brand ELF is following up its viral Chipotle collab collection with a new run of Dunkin’-inspired products — ranging from coffee-infused scrubs to glazed eyeshadows. To help spread the sweetness, the brands have tapped TikTok trendsetter Mikayla Nogueira.
New limited-edition ELF products will hit Ulta Beauty shelves next week / e.l.f. Beauty
Hungry for Chocolate Frosted eyeshadow? You’d better be; Dunkin’ has partnered with vegan and cruelty-free cosmetics brand ELF to launch a sweet a new collection of sweet makeup products.
The new line comes on the heels of ELF’s success with Chipotle. A set of limited-edition products inspired by guac, salsa and other signature ingredients from the fast-casual Mexican chain sold out last March in a mere 72 hours.
Now, the drugstore makeup purveyor is hoping to replicate the hype with another quick-service restaurant partnership. ELF announced today that it has partnered up with Dunkin’ on
The limited-edition collection includes an exfoliating coffee lip scrub, a dewy, glazed donut-inspired skin primer, a sweet-smelling duo of sheer lip glosses and a donut-shaped face sponge for blending. The collaboration also includes the ‘Dunkin’ Dozen’ — a palette of 12 highly-pigmented eyeshadow shades inspired by signature Dunkin’ donut flavors including Strawberry Frosted with Sprinkles, Boston Kreme and Chocolate Frosted.
Superfans can snag the entire bundle plus some for $75 in the special ‘Classic Dunkin’ Stack Vault,’ a set that includes the five-piece product set in addition to a special-edition ELF x Dunkin’ cup and straw-inspired pack of makeup brushes. Fans who purchase this set on elfcosmetics.com will receive a complimentary $5 coupon code that can be redeemed at Dunkin’.
“What I love most about this collaboration is force multiplying with kindred spirits," Kory Marchisotto, chief marketing officer at ELF Beauty, tells The Drum. "Our teams worked closely together to create a collection that would be true in look, feel and smell. The love is in the details. We are excited to bring high quality products to our collective fan base at accessible prices. It’s a slam DNKN !”
To promote the collaboration, ELF and Dunkin’ have teamed up with TikTok creator Mikayla Nogueira — known for both her impressive makeup tutorials and her undying love of Dunkin’ coffee. “When I learned about the ELF x Dunkin’ collab, I about lost it,” she said in a statement. “These are legit two of my favorite brands of all time and I couldn’t be more amped to have the chance to tell the world about this makeup collab!”
As the official ambassador of the collaboration, Nogueira will host a TikTok Live Shopping Event on her TikTok channel on April 5 at 5 pm ET, where she’ll create a unique makeup look using the new ELF Dunkin’ products and offer her real-time reactions. Viewers will be able to shop the products directly from the livestream.
In addition to social activations like these, the two brands will together host a pop-up event in New York City’s West Village on the morning of April 5. Early birds will find a huge donut-shaped assembly through which they can meander, as well as a walk-up window where they can check out the new products and snag some free goodies, courtesy of Dunkin’.
Plus, to incentivize loyalty — and score some valuable customer data, an increasingly critical asset in light of shifting data privacy standards – ELF is offering early access to the new collection for fans who join the Beauty Squad, the company’s loyalty program. Beauty Squad members will have access to the limited-edition products starting tomorrow, March 31 on elfcosmetics.com, while others will have to wait until April 3 to get their hands on the yummy goods.
“We’ve long admired the genuine connection ELF has forged with their community and believe it mirrors the connection we have with our Dunkin’ fans,” Peter Callaro, vice-president of integrated marketing communications at Dunkin’ said in a statement. “We’re thrilled to team up with ELF to bring Dunkin’ devotees an exciting, new way to power their ‘get-up-and-go’ daily routine.”
Outside of ELF’s online store, the new cosmetics will be available exclusively at Ulta Beauty stores and online at elfcosmetics.com.