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In Spring ’22, two legendary brands — e.l.f. Cosmetics and Dunkin’ — teamed up to launch a limited-edition makeup collection. The collaboration brought together two of the most creative disruptors in their respective industries to debut one e.l.f.’ing sweet 6-piece collection, available on elfcosmetics.com, as well as Ulta Beauty stores and ulta.com. SHADOW supported this brand and product moment through press coverage, social buzz, and an IRL pop-up to bring the collaboration to life.
To celebrate the launch and amplify the collection among press, influencers and consumers, we took a 360 approach with embargoed national media outreach, a pop-up event in NYC, a wide-seeded co-branded mailer and social campaign. On April 5th, 50 editors and influencers, and over 500 consumers joined e.l.f. and Dunkin’ at a “wake up and makeup” pop-up to celebrate the new collab brewing from viral beauty brand e.l.f. Cosmetics and America’s favorite coffee brand, Dunkin’. Attendees had the opportunity to learn more about the new 6-piece coffee and donut-inspired makeup collection, receive eyeshadow touch-ups from e.l.f.’s Global Artistry Manager, Anna Bynum, and leave with some sweet new goodies from the two brands. The grab-and-go event format created a steady flow of foot traffic throughout the morning.
The line formed as early as 6:30 a.m for the pop-up.
While the collaboration and pop-up earned significant press and social praise, consumer feedback and overall sentiment was positive too. Word-of-mouth buzz among consumers within the pop-up vicinity helped drive traffic, with some stating they “followed the trail of Dunkin’ bags to the event.”
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