Chipotle goes glam with new beauty collaboration, with an eye toward Gen Z consumers

·Reporter, Booking Producer
·2 min read

Chipotle (CMG) and e.l.f. Beauty (ELF) have come together yet again to serve up a makeup collection with a key audience in mind - Generation Z.

The new collaboration, dubbed 'e.l.f x Chipotle,' includes a make up set with names designed to reference Chipotle's menu: Eyeshadow Palette ($16); Make it Hot Lip Gloss ($8); Extra Guac Sponge Set ($10) and Eyes Chips Face Makeup Bag ($18).

The palette includes colors that resemble white and brown rice, pinto beans, black beans, salsa, guacamole and lettuce, among others.

In addition, the restaurant chain will also be be offering a "beauty-inspired all-vegan entrée" bowl, on the Chipotle app and starting March 10. This is the first-time Chipotle has introduced a menu item in collaboration with another consumer brand.

"We’re always looking for ways to lead culture and stay top of mind among Gen-Z consumers," Tressie Lieberman, Chipotle's vice president of digital marketing, told Yahoo Finance in an interview. She said the collaboration was a way to "celebrate our real ingredients in totally unexpected ways."

The new drop comes nearly a year after the initial launch of the first e.l.f. x Chipotle collaboration, which was successful. "People were blown away by the concept and the burrito-inspired make-up kit sold out in less than four minutes," Lieberman said.

To address potential supply fears this time around Kory Marchisotto, e.l.f. Beauty's CMO, told Yahoo Finance the company is "adding a significant supply of the collection." She said the first collaboration "showed us that there was some kind of magic happening between our brands."

Beauty and burrito fanatics alike can join e.l.f.’s Beauty Squad, the e.l.f. loyalty program, to be the first to shop the limited edition collection on March 9, while everyone will have access on March 10th.

Chipotle and e.l.f Beauty collaborate to drop a new limited-edition makeup collection, Chipotle eyeshadow palette (Courtesy: e.l.f Beauty).
Chipotle and e.l.f Beauty collaborate to drop a new limited-edition makeup collection, Chipotle eyeshadow palette (Courtesy: e.l.f Beauty).

And while this collaboration may seem random to some, both companies saw an opportunity to exploit marketing synergies. Chipotle prides itself on sustainability-friendly practices, and e.l.f. Beauty's products are 100% vegan and reject animal cruelty.

Chipotle, which also has its own goods brand, said that "unexpected partnerships with brands that share similar values" are a key way that the company is able to reach Gen-Z customers.

Shares of Chipotle are up nearly 76%, compared to a year ago. While shares of e.l.f. Beauty are also up significantly, nearly 50% from a year.

Brooke DiPalma is a producer and reporter for Yahoo Finance. Follow her on Twitter at @BrookeDiPalma


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