Chipotle is trading burritos for beauty products. The fast-casual giant has teamed up with viral sensation Wonderskin to launch a limited-edition lip stain kit dubbed “Lipotle.”
A match made in marketing heaven
The partnership with Wonderskin was inspired by the popularity on social media of mukbangs, live-streamed videos where creators consume food while interacting with their audience, and the need for smudge-proof makeup, explained Stephanie Perdue, Chipotle’s vice president of brand marketing, in a press release.
The team-up is Wonderskin’s first brand collaboration in its four-year history. The company is known for its TikTok-viral lip stain that is so popular one is sold every 15 seconds. “This partnership is a perfect blend of two trailblazing brands, both passionate about delivering top-notch, sought-after products as well as building loyal and robust communities. By merging Chipotle’s bold, flavorful essence with Wonderskin’s revolutionary beauty technology, we’re creating a one-of-a-kind experience and product that will captivate and delight our customers like never before,” shares Marina Kalenchyts, Brand Director of Wonderskin.
Avocado-inspired innovation
The “Lipotle” kit is a playful nod to Chipotle’s signature green packaging with a peelable avocado-inspired masque that reveals a nude-pink lip stain. The limited-edition kit, available starting today, July 30th, is perfectly timed to generate buzz for National Avocado Day on July 31st. “We teamed up with Wonderskin to create the most iconic guac and foil-inspired lip stain ahead of National Avocado Day,” said Stephanie Perdue, Vice President of Brand Marketing, at Chipotle.
Building brand loyalty and driving sales
By joining forces with a brand that’s already dominating TikTok, Chipotle is tapping into a younger demographic and reinforcing its status as a forward-thinking brand.
The partnership is a testament to Chipotle’s proven ability to harness social media trends. Their previous triumphs, such as the E.l.f. makeup collaboration in 2021, have translated into substantial financial growth. Last quarter, Chipotle saw comparable restaurant sales increase 11.1%. “The second quarter was outstanding as successful brand marketing, including the return of Chicken Al Pastor, drove strong demand to our restaurants” said Brian Niccol, Chairman and CEO, at Chipotle.
