- Chipotle Mexican Grill has teamed with cosmetics brand Wonderskin for a lip stain called “Lipotle,” per a press release. The product was created exclusively for the fast-casual chain in celebration of National Avocado Day (July 31).
- The “burrito-proof” Lipotle features a green, foil-inspired masque that’s peeled to divulge to nude rose lip stain and can be available within the U.S., U.K. and Canada via Wonderskin’s online channels starting July 30.
- The social-media-minded collaboration pairs Chipotle with an emerging cosmetics brand that has seen its lip stain products go viral on TikTok, driving sales via TikTok Shop and Amazon.
Chipotle’s annual celebration of National Avocado Day brings together several tactics that the fast-casual chain has utilized in its marketing for years, including an embrace of emerging channels, viral trends and brand partnerships.
The partnership with Wonderskin was inspired by the recognition on social media of mukbangs, live-streamed videos where creators eat food while interacting with their audience, and the necessity for smudge-proof makeup, explained Stephanie Perdue, Chipotle’s vice chairman of brand marketing, in a press release.
In Wonderskin, Chipotle has found a partner that has seen its products go viral on TikTok, resulting in high sales via digital channels including TikTok Shop and Amazon. The brand sells one lip stain — just like the Lipotle offering — every 15 seconds, per the press release. The team-up is Wonderskin’s first brand collaboration in its four-year history.
“This partnership is an ideal mix of two trailblazing brands, each enthusiastic about delivering top-notch, sought-after products in addition to constructing loyal and robust communities. By merging Chipotle’s daring, flavorful essence with Wonderskin’s revolutionary beauty technology, we’re making a one-of-a-kind experience and product that may captivate and delight our customers like never before,” said Marina Kalenchyts, Wonderskin’s brand director, within the press release.
Back in 2021, Chipotle teamed with E.l.f. — one other brand that has been a first-mover in digital channels — for a makeup collection inspired by the fast-casual chain’s burrito ingredients.
Outside of the Lipotle launch, Chipotle will mark National Avocado Day with a free topping or side of guacamole on July 31 with promo code AVO2024 on the Chipotle app or website. Previous promotions across the “holiday” have included experiments with Threads and a cryptocurrency-inspired stock market simulation game.
Chipotle saw comparable restaurant sales increase 11.1% within the second quarter of 2024, per the corporate’s most up-to-date earnings report, growth Chairman and CEO Brian Niccol attributed to “successful brand marketing.”
Read the complete article here
