The New Opportunity for Beauty: Collaborating Across Industries

American Eagle Outfitters

If you'd like to get the Vogue Business newsletter, simply register yourself here.

Elf Beauty and American Eagle Outfitters, a fashion brand, have teamed up to release a line of cosmetics and skincare products in an effort to capture the attention of a wider audience of Gen Z customers.

This group of products includes an eye makeup set that costs $16, a lip balm that changes color according to your skin's natural levels which costs $8, a clay mask that costs $11 and a makeup bag made of denim that costs $50. These specific items were created by two different companies working together and were put together by Elf; the American Eagle company supplied the denim material for the bags. You'll be able to purchase these items on Elf's website and in certain American Eagle stores on March 30th. The next day, they will also be available on the American Eagle website.

Cross-industry collaborations are becoming more popular in the beauty world, much like they have been in streetwear, fashion, and luxury. Recently, we've seen some notable pairings, like Dr Barbara Sturm working with Aquazzura, Boy Smells collaborating with Ganni and Kin Euphorics, and 111Skin delving into a partnership with Linda Farrow. Even clean beauty brands are getting in on the action, with Saie teaming up with Reformation and Jumbo Time Wines to create its first-ever red wine, aptly named Saie When.

Collaborating between different fields can be a gamble: joining forces may not spark interest or catch the attention of the desired audience, and the effort can fail. Nevertheless, if successful, it allows companies to expand their horizons, create excitement, gain new clients, and make use of the partner's skills and reputation to venture into different markets. The beauty industry presents a unique opportunity, given its resilience during tough financial times. Among individuals who purchase beauty products, and reported cutting back on their expenses due to inflation in 2022, seven out of 10 still buy beauty products, according to the consumer insights platform Circana by NPD and IRI.

The companies Elf and American Eagle have recently introduced a beauty and skincare line that takes inspiration from denim.

Elf has engaged in partnerships before, such as creating a makeup line inspired by burritos with Chipotle and collaborating with Dunkin' Donuts in prior years. However, their latest venture with fashion marks a first for the beauty brand. Elf Beauty's Chief Marketing Officer, Kory Marchisotto, notes that American Eagle and Elf are beloved by Gen Z, albeit in different areas of the market.

American Eagle is entering the beauty market for the first time with this collaboration. According to their CMO, Craig Brommers, they have teamed up with other companies in the past, but nothing like this. He believes that this collaboration will stand out to Gen Z because both companies focus on retail that caters to their generation's speed. Gen Z is known for their curiosity, constantly on the go, and always seeking what's new. This mindset was woven into every aspect of the collaboration, including the marketing efforts and the creators chosen to work with them.

The brands have created some TikTok initiatives aimed at marketing their products. These initiatives include a custom filter and song. Even though there is a chance that TikTok may be banned in the US, it has become a critical platform for influencing the buying behaviour of younger consumers in the beauty industry. According to the 'Gen Z State of Beauty Report', which was conducted by Kyra Media, Gen Z consumers in the US and UK are more likely to buy new beauty products based on recommendations they receive from a TikTok influencer rather than YouTube or Instagram. A significant proportion of Gen Z consumers (62 per cent) rely on TikTok to guide their skincare purchase decisions, as reported by Jennifer Famiano, a beauty analyst at market research firm NPD.

To make their mark in the crowded home fragrance market, Boy Smells has relied on partnerships with influencers and companies from different fields.

After partnering with Kacey Musgraves last year and launching a candle and room spray, Boy Smells has come together with Scandinavian fashion brand Ganni to create their latest product, the Park Life candle. Co-founder of Boy Smells, Matthew Herman, says that the collab fits in with their fashion design background and the shared importance of sustainability. He adds that their aim with any collaboration is to expand their audience while staying true to their brand values and standing in the industry. Herman describes Boy Smells as being at the intersection of culture and scent.

According to Herman, teaming up with other industries can expand a brand's possibilities. Boy Smells and Kin Euphorics, a non-alcoholic drink brand co-founded by Jen Batchelor and Bella Hadid, recently revealed a special collection with three fresh scents. Herman comments, "Our work is innovative and thrilling. The candles use advanced scent technology, which studies the impact of fragrances on the mind. When paired with Kin's beverages, the combination reveals an entirely new aspect of fragrance."

Having connections across different industries can lead to fresh prospects for creating new products. One instance of this was in May when Dr. Barbara Sturm teamed up with Aquazzura to produce a line of sandals with added support for women’s physiology, as well as a foot spray. Sturm, who previously worked in the field of orthopaedics, explains that she saw the collaboration as a sensible choice due to the fact that many customers of Dr. Barbara Sturm also purchase products from Aquazzura.

Gaining new customers is crucial. Dr. Barbara Sturm teamed up with the Frieze art festival in February, initiating a three-year partnership. This collaboration will enable the skincare brand to provide consultations, treatments, and other promotional events at all five annual Frieze international art fairs. Sturm aims to attract new customers, who share similar interests and values as her brand.

Elf and American Eagle have a common objective of boosting customer engagement and acquisition, as well as generating hype. Brommers notes that there is a lot of uniformity in the specialty retail market at present. By joining forces with the right partners, businesses can stand out from the crowd of monotonous products. The collaboration between Elf and American Eagle is noteworthy due to the intriguing nature of the products created. From the appearance and branding to the product placement and naming, everything is engaging and captivating. Hence, it is crucial for businesses to invest in such collaborations to set themselves apart in the current market.

Do you have any thoughts or inquiries? Feel free to send us an email at [email protected].

Additional content from the writer is available: Further content written by the author can be found:

The LVMH Prize has unveiled its list of finalists for the year 2023.

Trussardi's future has become uncertain due to the departure of their GmbH creative directors.

Jeremy Scott departs Moschino following a decade of service.

Read more
Similar news
This week's most popular news