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All good marketers know that two brands are better than one when it comes to raising awareness. We celebrate six (well, actually seven) of the best beauty brand collabs we’ve seen so far this year….
Dr PawPaw x Percy Pig & Dr PawPaw x Wicked
British skin care brand Dr PawPaw collaborated with UK retailer Marks & Spencer to create a special tinted lip oil in honour its beloved sweet-based mascot, Percy Pig.
The lip oil adds a subtle hint of pink colour to lips and cheeks and its enriched with pawpaw ingredients to hydrate and nourish. It also has a delicious fruity scent that is reminiscent of Percy Pig sweets.
It’s also just partnered with the about-to-launch film version of Wicked, too – which, considering the popularity of the long-running musical – is another stroke of marketing genius.
In November, the brand will launch two new products tied to the movie: Enchanting Lip Balm and Glimmer Lip Balm on TikTok Shop, its D2C site and in Superdrug stores.
Founders of Dr PawPaw Johnny and Pauline Paterson said the partnership “fits well with our brand’s ethos and story.”
“We cannot wait for our fans to enjoy these new launches and to welcome new customers worldwide,” they shared.
Jo Malone & Paddington Bear
Earlier this year, Jo Malone London launched a collab with book and film icon Paddington Bear, with a new range of limited-edition scented gifts based around his favourite snack, orange marmalade.
The Orange Marmalade cologne blended warm woods with orange zest to “create a marvellous, golden fragrance,” according to the brand.
There were also four limited-edition gift collections, including one in special trunk design, inspired by Paddington’s suitcase.
The brand’s global president Jo Dancey said: “Paddington conjures up cherished memories of fun-filled summer trips by train, exploring the British countryside and coastline – always with a picnic in tow. And when it comes to our Orange Marmalade Cologne, really there was no other choice of partner we’d rather share our scent with, or marmalade sandwich, come to that.”
Rituals Cosmetics & Disneyland Hong Kong
The Dutch beauty and wellness company Rituals Cosmetics became the official supplier of bath and body care to Disneyland’s official hotel in Hong Kong.
The resort’s hotels featured products from three of the brand’s lines: The Ritual of Karma; The Ritual of Jing; and The Ritual of Mehr.
Rituals’ CEO Raymond Cloosterman said he was thrilled to announce Rituals’ latest collaboration, particularly as Walt Disney has always been a great inspiration to him.
“I dedicated the front page of my business plan to him when launching the Rituals brand in the year 2000,” he shared. “This exciting collaboration between our luxury beauty brand and the resort’s hotels perfectly encapsulates our philosophy to find happiness in the smallest moments.”
Bath & Body Works x Emily in Paris
Read for the holiday season, the personal care and home fragrance company Bath & Body Works will release a collab with Paramount’s Consumer Products for the hit Netflix series, Emily in Paris.
The retailer said the limited-edition, 50 SKU collection “embodies Parisian charm and trend-forward fragrances through Bath & Body Works’ unparalleled fragrance expertise and innovative product storytelling.”
Chief customer officer at Bath & Body Works, Maurice Cooper, said that the collaboration with Emily in Paris will help the brand “engage fans in a new way as we bring the hit show to life through fragrance.”
Sephora & the Paris Olympics
LVMH-owned beauty retailer Sephora was the Official Partner of the Olympic and Paralympic Torch Relays of Paris 2024 and launched store activations to celebrate in 46 different stores that were en route for the Relay of Paris 2024 – as the torch made its way from Athens to Paris for the opening ceremony.
Sephora is also gave customers a chance to win tickets for the Paris 2024 Olympics and hosted celebration zones in four major cities along the Olympic Torch Relay of Paris 2024: Bordeaux, Nice, Lille and Paris on Bastille Day.
The Olympic Flame of Paris 2024 left Athens in a specially made Louis Vuitton trunk in late April, aboard the esteemed ship the Belem, and reached Marseille’s Vieux Port on May 8th to embark on its relay across France.
Augustinus Bader x Victoria Beckham
Victoria Beckham admitted that she verged on “stalking” the renowned skin care expert in a bid to get him to work with her, after being a longstanding fan of his range.
The former Spice Girl’s efforts paid off and together the duo have created multiple hybrid colour-skin care products, including the VB x Augustinus Bader Cell Rejuvenating Priming Moisturiser and a recent click-pen concealer.
Charlotte Tilbury x Formula 1
Earlier this year, Puig-owned makeup brand Charlotte Tilbury was the first-ever beauty brand to sponsor the F1 Academy – a project to help female drivers progress in motorsport.
The brand worked with the MD of the Academy female racing driver, Susie Wolff and to celebrate it created a special Hot Lips Cars, emblazoned with its mantra – Makeup You Destiny – which was driven by French driver Lola Lovinfosee.
On the topic of the partnership, Tilbury noted: “Our shared purpose to empower everyone, everywhere to be their most confident will now be brought to life through shining a light on the F1 Academy’s 15 fearless female drivers.”
