In a groundbreaking move timed to National Avocado Day, the fast-casual restaurant chain Chipotle has partnered with beauty brand Wonderskin to launch a unique product called “Lipotle” – a smudge-proof lip stain.
This innovative collaboration underscores Chipotle’s commitment to embracing viral trends and forming impactful brand partnerships.
The Inspiration Behind “Lipotle”
The idea for the Lipotle lip stain was born out of the popularity of mukbangs on social media. Mukbangs are live-streamed videos where creators consume large quantities of food while engaging with their audience.
These videos have gained immense popularity, leading to the realisation that viewers are often interested in the makeup worn by mukbang stars, who need smudge-proof cosmetics to withstand their eating performances.
Chipotle’s vice president of brand marketing, explained in a press release that the collaboration with Wonderskin is a strategic move inspired by these trends. Wonderskin has already seen its products go viral on TikTok, resulting in impressive sales through digital channels, including TikTok Shop and Amazon.
According to the press release, Wonderskin sells one lip stain every 15 seconds, highlighting the high demand for their products.
Wonderskin’s First Brand Collaboration
This partnership marks Wonderskin’s first-ever brand collaboration in its four-year history. Wonderskin’s brand director expressed excitement about the partnership, calling it a perfect blend of two trailblazing brands.
Both Chipotle and Wonderskin are known for delivering top-notch, sought-after products and for building loyal and robust communities.
The brand director also emphasised that merging Chipotle’s bold, flavorful essence with Wonderskin’s revolutionary beauty technology creates a unique experience and product that will captivate and delight customers like never before.
The Lipotle lip stain aims to provide a seamless experience for makeup enthusiasts, ensuring their lips stay vibrant and smudge-free, even while enjoying Chipotle’s flavorful offerings.
A History of Successful Collaborations
This isn’t the first time Chipotle has ventured into the beauty industry.
In 2021, Chipotle teamed up with E.l.f. Cosmetics for a makeup collection inspired by the fast-casual chain’s burrito ingredients.
This collaboration was well-received, demonstrating Chipotle’s ability to successfully engage with new and emerging channels. The E.l.f. collaboration featured items like an avocado-shaped makeup sponge and a “Make It Hot” lip gloss, which quickly became popular among fans of both brands.
Celebrating National Avocado Day
In addition to the Lipotle launch, Chipotle celebrated National Avocado Day on July 31 by offering a free topping or side of guacamole to customers who use the promo code on the Chipotle app or website.
This annual celebration is part of Chipotle’s broader marketing strategy, which includes embracing viral trends and innovative brand partnerships.
The free guacamole offer was a nod to Chipotle’s commitment to using high-quality, fresh ingredients, and it serves as a thank you to loyal customers who have supported the brand over the years.
Previous National Avocado Day promotions have seen Chipotle experiment with platforms like Threads and even a cryptocurrency-inspired stock market simulation game. These creative marketing tactics have played a significant role in boosting the chain’s visibility and customer engagement.
For instance, the Threads campaign invited users to share their favourite guacamole recipes and tips, generating a wave of user-generated content that further promoted the brand.
Chipotle’s Market Performance
Chipotle’s innovative marketing strategies are paying off. The company reported an 11.1% increase in comparable restaurant sales in the second quarter of 2024. Chairman and CEO Brian Niccol attributed this growth to successful brand marketing efforts.
By continuously engaging with current trends and forming strategic partnerships, Chipotle has maintained its position as a leader in the fast-casual dining industry.
Niccol also highlighted that initiatives like the Lipotle collaboration not only drive sales but also enhance the brand’s cultural relevance and connection with its audience.
The Future of Brand Collaborations
The partnership with Wonderskin sets a precedent for future collaborations between food and beauty brands. It showcases the potential for cross-industry innovation, where brands can come together to create products that appeal to a diverse customer base.
As consumers increasingly seek out unique and memorable experiences, such collaborations can provide a competitive edge in a crowded market.
Conclusion
The collaboration between Chipotle and Wonderskin for the Lipotle lip stain is a testament to the power of innovative marketing and strategic partnerships.
By tapping into the popularity of mukbangs and the need for smudge-proof makeup, Chipotle continues to stay ahead of the curve, blending its bold, flavorful brand with Wonderskin’s cutting-edge beauty technology.
This National Avocado Day, customers enjoyed not only a delicious guacamole promotion but also a unique new product that embodies the spirit of both brands. As Chipotle continues to grow and evolve, its ability to adapt to emerging trends and form impactful collaborations will undoubtedly keep it at the forefront of the fast-casual dining industry.
What’s more, the success of the Lipotle initiative could pave the way for more such innovative partnerships, promising exciting new products and experiences for consumers.
