Brand collaborations and limited edition releases have become a powerful commercial force for brands and retailers alike. Through strategic partnerships with adjacent or complementary businesses, brands can increase brand awareness, drive product discovery, and, of course, increase sales. In fact, 60% of consumers admit to purchasing these limited edition products due to FOMO (fear of missing out).
But while many brands are eagerly dipping their toes into the partnership pool, Elf Beauty stands out as a brand that has mastered the art of forming unexpected partnerships and turning them into commercial fuel. The company is particularly fond of food and beverage brands, and its partners include Chipotle, Dunkin’, and Liquid Death, but its latest partnership with Tinder is a way for brands to get more contextual insights. leverages and shows how partner adjacency can deeply penetrate consumer interests. Record your life, including where and how you go on dates.
“At Elf, we are always looking for ways to push the boundaries by connecting beauty to the broader culture,” said Laurie Lamb, chief brand officer at Elf Beauty, in an interview with Retail TouchPoints. Ta. “Both brands have a deep understanding of what is authentic and true for their brands, and together we have brought moments of surprise and joy to our communities.”
And this collaboration makes perfect sense, especially considering the mental and emotional background of Gen Z consumers who enter the dating world through dating apps. “Put your Elf Out There” is a Vault collection that features several new beauty innovations “designed to eliminate first date anxiety,” according to a company press release.
Perhaps most importantly, partnerships emphasize the relationship between self-expression and self-confidence, especially when looking to develop new romantic and platonic relationships. The beauty company further explored the intersection of these two elements when it curated a collection of emerging global artists to feature on Get Ready with Music, The Album.
“The Elf and Tinder collaboration is a swipe right moment for both brands,” Lam said. “Tinder is built on the belief that the desire to connect is innate to humans, but the most difficult part of online dating is the top priority when going on a first date. , fiery makeup will give you the courage to face whatever comes your way on a first date. Our goal is to make sure every eye, lip, and face looks and feels like your best elf. That was to do.”
Connect relevant insights to product innovation
To fully understand the personal thoughts, emotions, and struggles of the Gen Z consumer base, Elf Beauty and Tinder leveraged the Census to survey 4,001 people aged 18 and over in the UK and US. Both companies found that 35% of singles think their first date is the perfect one for a “new make-up experience” opportunity.
It’s no surprise that people want to look and feel their best on a first date, but almost half (46%) of respondents are concerned that their date spends time looking at their appearance. I also replied that I would notice. Elf and Tinder used this pool of dating insights to “fuel the innovation behind our limited edition drops,” Lamb explained. “At Elf, we are focused on turning insights into action, and we follow guidance from our community.”
The limited-edition Vault collection, which launched in the US and UK last month, includes several “fan favorites,” including two Glow Reviver Lip Oils and a Cream Glide Lip Liner, as well as a face primer and a “Setup.” I did. Setting the fog — everything a person needs to make a great first impression, Lam noted. The two companies also separately launched “It’s a Match!” Stick Lippies, disposable lipstick matches for more convenient application, and Tinder Box Lip Trios are available in limited quantities. It’s a Match! Lamb said Stick Lippie was a particularly exciting element of the collaboration because it was an innovation that was directly inspired by research.
“Our team built a unique lip trio and found It’s a Match! Dating profiles that feature red lips generally get more swipes, and women often reapply their makeup mid-date. Know that and put on your lipstick,” Lam explained. “Whether it’s data we get from our community or statistics we discover by exploring white space, that signal is how we fearlessly pursue new frontiers.”
Connecting consumers to new connections
When Beauty Squad members purchased the new collection, they also received exclusive access to Tinder Gold (Tinder’s mid-level subscription tier) for just $1 for the first month. This is a clear entry point for dating apps that are likely to increase revenue for their subscribers.
“Elf brings the best of beauty to every eye, lip and face. We democratize beauty in a way no other brand does,” said Lam. “Tinder Gold is growing in popularity, and naturally we wanted to give our loyal fans access to this demographic. Beauty Squad is our strong community of superfans and One of our main values is to provide and create memorable and unique experiences.”
To promote the limited-edition drop, Elf Beauty and Tinder have launched a comedic video campaign and ad spot featuring TV personality and social media influencer Harry Jowsey, which features “The Trials of Modern Dating” It was designed to capture “spirals”.
“This playful ad spot resonated with our fans and community as it depicts a relatable what-if scenario that can occur on a first date,” Lam said. “This light-hearted approach not only entertains viewers, but also fosters a sense of connection and camaraderie among people navigating the world of modern dating. The Elf x Tinder collaboration sparks conversation and encourages individuals to explore their We encouraged people to share their dating experiences and connect.”
