In a unique fusion of food and beauty, Chipotle Mexican Grill has partnered with emerging cosmetics brand Wonderskin to create “Lipotle,” a special lip stain designed to be “burrito-proof.” This collaboration is timed with the celebration of National Avocado Day on July 31.
The Lipotle product features a green, foil-inspired masque that, when peeled off, reveals a nude rose lip stain. This innovative lip product will be available starting July 30 in the U.S., U.K., and Canada through Wonderskin’s online channels.
Chipotle’s collaboration with Wonderskin leverages the popularity of mukbangs—live-streamed videos where creators eat and interact with their audience—and the demand for smudge-proof makeup. Stephanie Perdue, Chipotle’s vice president of brand marketing, explained that the partnership was inspired by the need for makeup that can withstand eating.
Wonderskin, known for its viral lip stain products on TikTok, reports selling one lip stain every 15 seconds through digital channels like TikTok Shop and Amazon. This collaboration marks Wonderskin’s first brand partnership in its four-year history.
“This partnership is a perfect blend of two trailblazing brands, both passionate about delivering top-notch, sought-after products as well as building loyal and robust communities,” said Marina Kalenchyts, Wonderskin’s brand director. “By merging Chipotle’s bold, flavorful essence with Wonderskin’s revolutionary beauty technology, we’re creating a one-of-a-kind experience and product that will captivate and delight our customers like never before.”
Chipotle’s annual celebration of National Avocado Day has consistently incorporated innovative marketing strategies, including collaborations, viral trends, and emerging digital channels. This year, Chipotle will also offer a free topping or side of guacamole on July 31 with the promo code AVO2024 on their app or website.
In 2021, Chipotle partnered with E.l.f. Cosmetics for a makeup collection inspired by the chain’s burrito ingredients, showcasing its ongoing commitment to creative brand partnerships.
Chipotle’s marketing efforts have contributed to a significant increase in comparable restaurant sales, which rose by 11.1% in the second quarter of 2024, according to the company’s most recent earnings report. Chairman and CEO Brian Niccol attributed this growth to “successful brand marketing.”
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