Tuesday, March 9, 2021

Chipotle Partnerships Edify Relevant Relationships


Growing-Up Chipotle means focusing on the life-time value of the customers.  Consumers and brands have a relationship and all relationships new some new electricity from time to time according Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Chipotle understand the value of women to its brand and wants to edify a relationship with younder women to help keep the brand thriving. So, two of the biggest disruptors in their industries—e.l.f. Cosmetics and Chipotle are coming together March 10 to launch the limited edition e.l.f. x Chipotle Collection. e.l.f's commitment to cruelty-free and vegan products unite with Chipotle's mission to cultivate a better world through responsibly-raised food to inspire the makeup collection you didn’t know you were craving. That will create new electricity with consumers according to Johnson.

Johnson continued, “in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as; corporate partnerships, fresh foods, perfume, cosmetics, online ordering, delivery, self-driving cars, plant-based foods, music, streaming, food sampling, toy’s, podcast, movies, cereal, developing brands, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different and this fits that bill according to Johnson.

Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty stated, “There is nothing tastier or prettier than the combination of burritos and makeup,” said. “We have long admired Chipotle and we are thrilled to come together to do things that neither one of us have done before. We share the same renegade spirit and are both committed to bringing the best ingredients to our consumers at extraordinary prices.”

Tressie Lieberman, Vice President, Digital Marketing and Off-Premise stated, “We’re always looking for opportunities to lead culture and make authentic connections with Gen-Z alongside brands that share similar values,” .. “Following our first launch with e.l.f., which sold out in less than four minutes last spring, we’ve taken our collab to the next level with beauty products celebrating our real ingredients in totally unexpected ways.” 

So, I suggest that you get it before it’s gone. This new limited-edition collection features all the beauty essentials you need to create your custom look that's mild, medium AND HOT.

CHIPOTLE EYESHADOW PALETTE, $16. Spice things up with this 12-piece eyeshadow palette, inspired by the Chipotle line! The fresh spread of matte, shimmer, and metallic shades are inspired by classic Chipotle ingredients, including white rice, brown rice, pinto beans, black beans, sofritas, fajitas, mild salsa, green salsa, hot salsa, corn salsa, guac, and lettuce. Every palette purchase comes with a free chips & guac offer from Chipotle!*

MAKE IT HOT LIP GLOSS, $8. This lip-plumping gloss will have your pout looking extra saucy with a tint of red-hot salsa color. The high-shine formula also delivers a mild-yet-alluring tingling sensation, making your lips feel fuller, soothed, and hydrated. In conclusion, you’ll look fire.

EXTRA GUAC FACE SPONGE SET, $10. Avocado shaped sponge with angled and rounded sides and the mini pit shaped sponge for hard-to-reach areas.

EYES CHIPS FACE MAKEUP BAG, $18. This makeup bag is designed to look just like Chipotle’s tortilla chip bag—perfect for carrying all your beauty essentials and sides, plus the whole e.l.f. x Chipotle collection.

The e.l.f. x Chipotle collection will be available exclusively on elfcosmetics.comchipotlegoods.com, and on the mobile-first virtual shopping platform, NTWRK. Join e.l.f.’s Beauty Squad, the e.l.f. loyalty program, to be the first to shop the limited-edition collection on March 9, everyone else can get the goods on March 10. e.l.f. x Chipotle’s NTWRK drop will take place on March 10 at 11AM PT on the NTWRK app. This is the first shoppable video from e.l.f. x Chipotle! Fans will tune in to watch exclusive content from Creator, Artist and DJ Brittany Sky and then have the chance to purchase the limited-edition collection on the app.

Introducing the Eyes. Chips. Face. Bowl

Tapping into e.l.f.’s superpowers of being vegan and cruelty free, Chipotle will offer the Eyes. Chips. Face. Bowl, a beauty-inspired all-vegan entrée, on the Chipotle app and Chipotle.com starting March 10. The delicious bowl was curated by iconic drag queens Trixie Mattel and Kim Chi, and celebrates the dual commitment of e.l.f. and Chipotle to support plant-based lifestyles and responsibly-sourced products.

“Superfoods are a superpower,” adds Marchisotto. “We love the Eyes. Chips. Face. Bowl and how it nourishes the body, ignites the tastebuds and invigorates the soul.” This bowl marks the first-time Chipotle has introduced a menu item in collaboration with another consumer brand.

The Eyes. Chips. Face. Bowl, available through March 17, features:

·         White rice

·         Pinto beans

·         Roasted chili-corn salsa

·         Tomatillo-red salsa

·         Guac

·         Lettuce

·         Side of chips


Makeup Mukbang with Trixie Mattel and Kim Chi

Trixie Mattel will shine the spotlight on the e.l.f. x Chipotle Collection during an online appearance with Kim Chi on March 10, the day the Eyes. Chips. Face. Bowl debuts. Trixie’s YouTube channel is legendary within and outside of the drag community, and she often hosts guests like Kim Chi to talk food and makeup. The pair will come together for a must-watch social media Makeup Mukbang on March 10, giving each other makeovers with the e.l.f. x Chipotle Collection.

Viral Track Remixed with Chipotle Twist

e.l.f. has remixed its iconic TikTok track, "Eyes. Lips. Face. (e.l.f.)", to Eyes.Chips.Face. iLL Wayno and Holla FyeSixWun are joining forces again for the remix adding a delicious twist that will make you want to reach for a bag of tortilla chips. Grab the new song on e.l.f.'s TikTok channel, @elfyeah, and Chipotle’s TikTok channel, @Chipotle.

e.l.f. x Chipotle – International Women’s Day

Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the following links: Facebook,  LinkedIn, or Twitter

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