What do Mexican food and makeup have in common? Your first thought is probably that they have little to nothing in common—except for maybe the consumer…Kory Marchisotto a.k.a. the Chief Marketing Officer at E.L.F. Beauty saw an opportunity. That’s right! This super business savvy outside‑of‑the‑box marketer cut a deal with Chipotle that would break the internet and blow the minds of Gen Z‑ers throughout the country.
Spicy Introduction. 🌶️
E.L.F. pulled inspiration for the line from the colors of Chipotle’s food and the interior of their restaurants. After many creative brainstorming sessions, vegan burritos, and a whole lot of strategic planning, they brought two new makeup products to market. 🎨💋
A Delicious Twist.
Enter the Chipotle x E.L.F. Eyeshadow Palette and it’s oh so spicy counter‑part, “Hot Sauce Lip Gloss.” They didn’t stop there either! Chipotle offered FREE chips and guac with every palette purchase which is now unfortunately over as of 4/15. Pst, E.L.F. can you do it again, pretty please with an avocado on top? 🥑❤️
Inspired By Food
…but it’s not frowned upon to play with it.
It’s Gettin’ Hot In Here
…so, put your lipgloss on! 💋💃
Eyeshadow Look #1
The idea for the Chipotle x E.L.F. campaign came about in exactly the same place I came up with the name for my blog—in the shower. Kory had been reading about how Chipotle and E.L.F. were really leaning into TikTok as a brand marketing platform while it was still relatively new and gaining popularity. It became obvious to her that these two like‑minded and spirited brands needed to partner and do something that had never been done before. Spoiler alert 💥 It worked out extremely well for them both!
Eyeshadow Look #2
As of April 7, 2021, on The CMO Podcast with Jim Stengel (former CMO of Procter & Gamble) Marchisotto says that E.L.F. has experienced 8 consecutive quarters of growth and tripled their brands portfolio in a down market during the pandemic. Tarang P. Amin (CEO), Kory Marchisotto (CMO), and their entire team are pretty remarkable to say the least. I have a lot of respect for people who aren’t afraid to think outside of the box and who aren’t afraid to be different. That’s what Kory Marchisotto brings to the table at E.LF. and she should be DAMN ELF‑ing proud, for real.
Don’t Hate, Innovate. 🌈✨
I challenge all of you, especially you marketers out there, to think beyond the borders and boundaries of your industry. Anything is ELF‑ing possible. Don’t be afraid to express your creativity, individuality, and to stand out. I encourage you to listen to The CMO Podcast episode with Kory Marchisotto to be inspired, trust me.
What’s Next?
So, E.L.F., what if for the next collaboration you partnered with Ben & Jerry’s headquartered right here in Burlington, Vermont? I think a lot of Gen Z‑ers (and anyone else with taste buds for that matter) love their ice cream. I think it would be pretty sweet, don’t you?
