Brand collaborations and limited-edition drops have become a potent commercial force for brands and retailers alike. Through strategic partnerships with adjacent or complementary entities, brands can boost brand awareness, inspire product discovery and, of course, drive sales. In fact, 60% of consumers admit to buying these limited-edition products due to FOMO (fear of missing out).
But while many brands have eagerly dipped their toes into the partnership pool, E.l.f. Beauty stands out as a brand that has mastered the art of forming unexpected partnerships and turning them into commercial fuel. While the company is especially fond of food and beverage brands — Chipotle, Dunkin and Liquid Death are among its roster of partners — its latest partnership with Tinder shows how brands can tap into more contextual insights and explore how partner adjacencies can go deeper into consumers’ lives — including where and how they date.
“At E.l.f., we’re always exploring ways to push boundaries, connecting beauty with the broader culture,” said Laurie Lam, Chief Brand Officer at E.l.f. Beauty in an interview with Retail TouchPoints. “Both brands have a deep understanding of what is authentic and true to the brand, and together we have brought surprise and delight moments to our communities.”
And as one considers the mental and emotional contexts of Gen Z consumers as they venture into the dating world, especially via dating apps, the collaboration makes perfect sense. “Put your E.l.f. Out There” is a Vault collection featuring several new beauty innovations “designed to ditch any first-date jitters,” according to a company press release.
Perhaps most important, the partnership highlights the relationship between self-expression and confidence, especially when trying to build new romantic and platonic relationships. The beauty company further explored the intersection between these two things when it curated a collection of emerging global artists to feature on Get Ready with Music, The Album.
“The E.l.f. x Tinder collab is a swipe-right moment for both brands,” Lam said. “Tinder was built on the belief that the need to connect is innately human, yet the hardest piece of online dating is the IRL part when you have to face your first date. A fiery makeup look, however, can give you the guts to face whatever a first date throws your way. Our goal was to empower every eye, lip and face to look and feel like their best E.l.f.”
Connecting Relevant Insights to Product Innovation
To fully understand the personal thoughts, feelings and struggles of their Gen Z consumer base, E.l.f. Beauty and Tinder tapped Censuswide to survey 4,001 people aged 18+ in the UK and the U.S. The companies found that 35% of singles see first dates as the perfect opportunity to “experience new makeup looks.”
While it’s not surprising that people want to look and feel their best on a first date, nearly half (46%) of respondents also said they notice when their date spends time on their appearance. E.l.f. and Tinder used this pool of dating insights to “fuel our innovation behind the limited-edition drop,” Lam explained. “At E.l.f., we focus on turning insights into action, and we follow the signals from our community to guide us.”
The limited-edition Vault collection, which launched in the U.S. and UK last month, included several “fan favorites,” such as two Glow Reviver Lip Oils and a Cream Glide Lip Liner, as well as a face primer and “Set-uationship” setting mist — everything someone needs to make a great first impression, Lam noted. The companies also separately launched The It’s a Match! Stick Lippies, single-use lipstick matches for a more convenient application, as well as the Tinder Box Lip Trios, in limited supply. The It’s a Match! Stick Lippies were an especially exciting component of the collab, as it was an innovation inspired directly from the research, according to Lam.
“Our teams built a one-of-a-kind Lip trio and It’s a Match! Stick Lippies upon learning that dating profiles featuring red lips generally get more swipes, and that women often reapply their makeup in the middle of the date,” Lam explained. “Whether it’s data pulled from our community or stats we discover from exploring white spaces, the signals are 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, a clear point of entry for the dating app that is likely to boost subscriber revenue.
“E.l.f. makes the best of beauty accessible to every eye, lip and face — we democratize beauty in a way that no other brand does,” Lam said. “Tinder Gold is growing in popularity and naturally, we wanted to make this tier accessible to our loyal fans. Beauty Squad is a strong community of our superfans and one thing we love to do is offer and create memorable, unique experiences.”
To promote the limited-edition drop, E.l.f. Beauty and Tinder launched a comedic video campaign and ad spot featuring TV personality and social media influencer Harry Jowsey, which was designed to capture “the trials and spirals of modern dating.”
“The playful ad spot has resonated strongly with our fans and community due to its relatable portrayal of what-if scenarios that can happen on a first date,” Lam said. “This lighthearted approach not only entertains viewers, but also fosters a sense of connection and camaraderie among those navigating the world of modern dating. The E.l.f. x Tinder collab has sparked conversations and encouraged individuals to share their own dating experiences and connect.”
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