Chipotle is once again pushing the boundaries of what a fast food restaurant can do to market itself by releasing food-themed makeup kits.
The collaborative release with e.l.f. Cosmetics includes a limited-edition line of vegan, cruelty free cosmetics like eyeshadow, lip gloss, face sponges and a makeup bag. The eyeshadow palette is $16, and features shades like Mild Salsa and Lettuce. Continuing its avocado-centric motif, the face sponges come shaped like an avocado and its pit. And, to go along with the idea that no Mexican feast is complete without some tortilla chips, the makeup bag is shaped like a tortilla chip.
The shades are named after, well… LOOK! pic.twitter.com/BsGz73jvu7
— Kim Bhasin (@KimBhasin) March 4, 2021
We need to talk about the avocado beauty blender. It's rare to find such a guaranteed hit item. This thing is ADORABLE! pic.twitter.com/laLf3Mp7mI
— Kim Bhasin (@KimBhasin) March 4, 2021
Now that’s just great product design. Who doesn’t love a good theme?
“There is nothing tastier or prettier than the combination of burritos and makeup,” Kory Marchisoto, chief marketing officer for e.l.f. Beauty, said in a press release. “We have long admired Chipotle, and we are thrilled to come together to do things that neither one of us have done before.”
Chipotle has been working on ways to diversify its brand offerings for a while now. The Chipotle Goods store, where you could find this makeup kit (before it sold out almost instantly), has been stocked with seasonal apparel drops and accessories that almost overshadow the actual food at Chipotle restaurants.
In addition to the e-commerce availability, Chipotle made the product available through the virtual shopping platform NTWRK on March 10, furthering the trend of in-app shopping tied in with virtual events. The “shoppable video” included content from artist and DJ Brittany Sky before fans could find a link to purchase the makeup collection.
“We’re always looking for opportunities to lead culture and make authentic connections with Gen-Z alongside brands that share similar values,” said Tressie Lieberman, vice president of digital marketing and off-premise for Chipotle. “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.”
