There is a growing appetite for quirky and bizarre collaborations in beauty, but even the biggest brand fans never saw these coming
A rise in surprising cross-industry partnerships are capturing novelty-loving consumers
Collaborations thrive on the element of surprise, and the beauty industry has seen its fair share of unique, and even utterly bizarre partnerships over the years.
Who can forget Fenty’s ‘Ketchup or Makeup’ collaboration with art collective MSCHF, a divisive innovation which even the most die-hard Fenty fans could never have predicted?
Or Nail’s Inc’s partnership with US cheese brand Velveeta for a limited edition polish duo, which became one of Nails Inc’s most successful launches ever.
“No one saw a cheese-scented nail polish coming, yet it became the must-have polish of 2021,” says Thea Green, founder of Nails Inc.
“We knew it was special but I think the impact it had across all media and in our sales was surprising to us all.
“I think initially the idea of a cheese scented beauty product is quite arresting – normally the gourmand beauty scents are sweet. I also think that Velveeta is such a loved brand in the American household, it’s something that everyone holds dear.”
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