Co-branded collaborations have proven to be an effective way to energize the retail industry. Merging the right combination of products and personalities elevates an existing brand profile and ultimately has the potential to reach an entirely new consumer audience, while the actual merchandise becomes more relevant and highly collectible. The cosmetics industry has latched onto the benefits of brand collaboration with some rather interesting and even unexpected partnerships. In this issue of Beauty Guru, we turn our focus on the cosmetics industry’s most interesting international collaborations. From soft drinks to pop-culture icons, the vast world of beauty has expanded upon the new wave of creative-alliances.
Benefit x Diet Coke Get Glam
In its fourth “Love it Light” campaign, Diet Coke has teamed up with Benefit Cosmetics, one of our favorite experiential brands, to create three new glam-inspired cans for the brand’s iconic diet soft drink. A great example of the power of both co-branding and online interaction, the campaign also features a Get Glam Facebook application that presents three different beauty looks with detailed how-to instructions. Recently launched in the UK, the Benefit x Diet Coke campaign appeals to a youthful, fun-loving consumer.
Dior x Anselm Reyle
Anselm Reyle’s recent collaboration with prestige beauty brand Dior, is literally a treat for the eyes. The abstract artist has re-interpreted a standard camouflage pattern (one of his favorite motifs) in a beautiful limited edition eyeshadow palette and collection of exciting nail varnish shades. Using Dior’s superior formulation, the eyeshadow palette combines the contrasting textures of matte and shimmer in a daring trio of violet, grey and deep black, making this one of our absolute favorites. And the limited edition Dior Vernis nail varnish shades are rich and bright. Log onto the brand website for more information.
Les Merveilleuses de Ladurée x Albion
Perhaps the most un-expected but visually enticing discoveries we came across in our research is Ladurée’s Les Merveilleuses de Ladurée. Recognized internationally for making delicious pastries and colorful macaroons, Laduree has teamed up with top cosmetics lab Albion. The line that was recently launched in Japan and will soon be rolled out in a Europe and the US as well. These products are delightfully pleasing to the eye and are sure to inspire.
Forever a creative pioneer, M.A.C. has successfully utilized celebrity collaborations as a vehicle for its highly influential AIDS charity Viva Glam. In more recent years, M.A.C. has shifted its collaborative focus to create limited edition color collections with a variety of top influencers, including artist Cindy Sherman, fashion designer Gareth Pugh, and style icons Daphne Guiness and Iris Apfel. Check out the website for more information about the brand’s interesting collaborations and incredible formulations.
Veuve Clicquot x Fresh Cosmetics
In the spirit of a fabulous ski holiday—or simply staying beautiful and hydrated during the harsh winter weather—Fresh Cosmetics has teamed up with Veuve Clicquot to create the Fresh for Clicquot In the Snow Beauty Kit. This incredible set features six of the of the most essential winter products, including the amazing Brown Sugar Hand Cream, which keeps hands hydrated for up to six hours. For more information, log onto the website.