Beauty has long taken inspiration from the world of food, and this summer’s subcategory of choice is sweetening up the industry one scoop at a time.
Ice cream is fast becoming beauty’s favourite sweet treat, from Kourtney Kardashian’s Lemme’s partnership with fro-yo giant Mimi’s and Loewe’s pistachio-themed pop-up, to ice-cream scented launches from Dove and fragrance brand Abel.
But what is driving the soft serve obsession?
Stacy Jones, CEO of Los Angeles-based marketing agency Hollywood Branded, believes the trend sees “three things converging at once”.
She explains: “Consumers are exhausted by brands that feel like they are trying to mean something.
“After years of earnest, values-heavy positioning, ‘joyful’ is underutilised.
“Ice cream is also one of the few cultural touchstones that travels across age, income bracket and geography without losing emotional charge.
“And beauty and ice cream share the same sensory vocabulary – texture. Scent. Colour. Indulgence without consequence.
“That combination is rare. The industry recognised it.”
For Dwight Allen O’Neal, founder and CEO of beauty retail and brand partnership consultancy Christell On Pine Group, the movement is more than purely product-focused.
“I actually do not think beauty is obsessed with ice cream, I think beauty is obsessed with creating emotional worlds and ice cream happens to be today’s most effective storytelling device,” says O’Neal.
“Ice cream represents joy, indulgence, nostalgia and escape without requiring much explanation.
“Consumers instantly understand the feeling.
“Brands are not selling vanilla or pistachio – they are selling a moment.
“In an industry where products are increasingly comparable, emotion has become one of the few remaining competitive advantages.”
Popsicle-inspired pop-ups
Loewe turned London's The Dreamery into a pistachio parlour to celebrate the launch of its new candle
Ice cream has long been a popular choice for a pop-up location, with accessories brand Anya Hindmarch’s The Ice Cream Parlour, now in its fourth year in London, UK, drawing in visitors to taste its weird and wonderful flavours.
Now beauty brands are following suit, partnering with ice cream parlours and frozen yogurt shops to bring their products to consumers in a fun, interactive and edib
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