Published on July 13, 2022, 9:12 a.m.
by Morgan Keel.
In the past year, several well-known companies have expanded their product lines in interesting ways. For example, take Oscar Mayer venturing into skincare with its bologna-inspired sheet mask. Now, another brand has made an unusual jump into a different industry.
On March 31, Dunkin’ Donuts announced its partnership with e.l.f. Cosmetics. The popular coffee chain ventured into the makeup world with coffee-inspired shades, textures and scents, introducing products like a 12-pan eyeshadow palette named the Dunkin’ Dozen retailing for $16.
The makeup line also includes Donut Forget Putty primer, coffee lip scrub, and Glazed for Days lip gloss set, all themed around the famous coffee and doughnuts. There even is a makeup bag inspired by Dunkin’s iconic munchkin box.
Just imagine your morning Dunkin’ coffee run, wearing your new favorite eyeshadow inspired by a strawberry frosted sprinkle doughnut.
But what strategy has Dunkin’ been using to build awareness about this limited edition line? The answer is simple: rebranding social media.
The e.l.f. Cosmetics’ Instagram account, with almost 6 million followers, was rebranded to promote the new collaboration with Dunkin’. When users visited the page, they could quickly learn about the new collaboration. The hot pink and bright orange graphics grabbed the viewers’ attention compared to the neutral tones of the e.l.f. brand.
Dunkin’ and e.l.f. Cosmetics have both built relationships with their audience through social media. The companies share a similar audience, making this collaboration a sweet success. In a press release, Peter Callaro, vice president of integrated marketing communications at Dunkin’, stated, “We’ve long admired the genuine connection e.l.f. has forged with their community and believe it mirrors the connection we have with our Dunkin’ fans.”
This is not the first time, nor probably the last, that Dunkin’ used using social media to help grow its brand. The company is famous for running on social media. The biggest PR strategy the company uses involves influencers who promote and review the brand on their personal pages.
Dunkin’ utilizes TikTok influencers the most. Charli D’Amelio was the latest TikTok star used by the company. For this makeup collaboration campaign, TikTok influencer Mikayla Nogueira was named the official e.l.f. x Dunkin’ collaboration ambassador.
This collaboration caused individuals to stop scrolling on social media platforms and explore the makeup line. Dunkin’ and e.l.f. Cosmetics’ PR strategies are helping bring awareness to the new makeup line and grow both companies’ consumer base.
While some people run on Dunkin’ coffee every day, e.l.f. will not run on Dunkin’ for long. So, consumers better get the coffee-inspired products while they’re hot. Just like a Dunkin’ morning doughnut.