An unlikely collaboration between TPG Growth’s e.l.f. and Inspire Brands’ Dunkin’ resonated with consumers last spring.
The e.l.f. x Dunkin’ cosmetics collection rolled out on March 31 for e.l.f. Beauty Squad loyalty program members on ElfCosmetics.com. The limited-edition products then hit Ulta stores and Ulta.com on April 3. Ranging in price from $6 to $75, the e.l.f. x Dunkin’ collection comprises an eyeshadow palette, a putty primer, a coffee-themed lip scrub, a lip gloss set, a face sponge, and a set combining all five SKUs packaged with an e.l.f. x Dunkin' branded reusable cup and straw-inspired brush set.
With a target audience of Gen Z superfans, the brands came together after executives realized how much they had in common. E.l.f. and Dunkin’ are community-led brands that deliver high-quality products at accessible prices to every consumer, Gayitri Budhraja, e.l.f. Beauty chief brand officer, told the Path to Purchase Institute. Budhraja describes e.l.f. as a company that disrupts industry norms, shapes society and connects communities through inclusivity, positivity and accessibility. In thinking about a partnership, she said the company looks for like-minded digital disruptors with a Gen Z cult following, who remain at the forefront of culture. “We loved how aligned our brand missions are,” she said.
For the collaboration, the team at e.l.f. worked closely with the Dunkin’ team to create a makeup collection that would be true in look, feel and smell to Dunkin’ products. “We wanted it to be an absolute ‘OMG’ moment that would delight our communities,” Budhraja said. “Every piece was created with great thought and care, developed to be a mirror image of what you experience when you order your favorite coffee and doughnuts at Dunkin’.”
The collection was inspired by Dunkin’s doughnut boxes and iconic pink-and-orange logo. Each product was also sealed with the same type of order receipts that come with Dunkin’ orders, as well as inspired by the shapes, textures and scents that consumers find in Dunkin’ locations. Further connecting the doughnut and coffee chain and cosmetics brand, e.l.f. promised shoppers a $5 Dunkin’ coupon code with eligible purchases of the 5-piece set on ElfCosmetics.com.
Influencer and makeup artist Mikayla Nogueira served as the official e.l.f. x Dunkin’ ambassador. She hosted a live shopping event on her TikTok channel on April 5, and Budhraja said thousands of fans tuned in to watch as she walked viewers through an e.l.f. x Dunkin’ makeup look while giving commentary. All collection products were shoppable in addition to some of Nogueira’s other favorite e.l.f. products. Nogueira also plugged the collection in a video posted to e.l.f.'s YouTube channel (see video below).
At Ulta, the collection enjoyed prime merchandising space via a table display that stocked the SKUs in a doughnut box. The marketing plan also included window posters, digital takeovers and Nogueira’s voice streaming in stores. Ulta was incredibly enthusiastic about the partnership and helped e.l.f. scale reach, Budhraja said, calling it a natural fit.
“This was truly an example of force multiplying – Ulta Beauty, e.l.f. and Dunkin’ combining their marketing muscle to explode the visibility,” said Shannan Carlson, associate vice president of sales at e.l.f. Beauty.
A doughnut-shaped walk-through pop-up experience in New York on April 5 also supported the partnership. Located in the West Village, consumers saw an oversized walk-up window where they could view the collection and leave with samples and Dunkin’ gift cards.
Budhraja said the program’s success was measured through PR impressions and headlines generated. “These collaborations aim to propel both brands to the top of conversation in a culturally relevant way and expand our orbits,” she said. To date, the program generated more than 3.8 billion impressions.
The impactful campaign further motivates the team “to bring new and unexpected collections and collaborations to our consumers that drive buzz and also bring awareness to new consumers,” Budhraja said.
