Some things just make scents! ✨
- 1 day ago
- 1 min read
Two beauty brands collabing? Make it make Scents!! E.L.F. BEAUTY has entered the fragrance category for the first time with an incredible partner like H&M ✨
By taking their iconic makeup products, like the Power Grip Primer, and turning them into olfactory experiences, E.L.F. BEAUTY is joining the fastest-growing fragrance category hand-in-hand with a partner, music, and merch: Simply stunning!
This partnership is super strategic:
- H&M continues to lean into its 'cool factor' but now gains beauty credibility with the Gen Z crowd.
- E.L.F. taps into H&M’s massive global retail footprint and fashion-forward positioning.
By bringing in Tanu Muino for the ‘spritz. walk. waft’ music video, they’ve transformed a static product launch into a rhythmic one.
The real win, however, is the $30 price point, a double-down on democratized luxury. It proves that high-concept storytelling and premium aesthetics aren't just for heritage fashion houses anymore, they are the playground of community-driven, agile brands.
👏 Josh Beane, Patrick O'Keefe, Laurie Lam, Cathrine Westerberg Wigzell Tove Virding Minoo Monazzah Tilda Johansson Giulia Pirini and the entire team at E.L.F. BEAUTY + H&M
I’d love to hear your thoughts on this. Let’s talk in the comments! 👇
I’m Alejandra Salazar, Founder & CEO of CROING l Creative Agency where we work with brands that want to get closer to their audience. Here, I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.
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