Clinique companions with Crayola on ‘fun’ marketing campaign for Chubby Sticks enlargement

Clinique is spotlighting an enlargement of its cult-favourite Chubby Sticks franchise with a “highly playful” strategic collaboration with Crayola.

The marketing campaign with the artwork provides firm leans into magnificence’s present nostalgia pattern, and goals to reposition the model’s multi-use stick make-up format franchise as a automobile for creativity with new “mistake-proof” shades.

Launched within the UK and Ireland, the Clinique x Crayola marketing campaign is described as going “beyond traditional product-first narratives” to assist shoppers rediscover make-up as a playful instrument for self-expression.

Clinique launched the unique Chubby Stick in 1997.

It mentioned teaming up with a globally recognised color authority offers the franchise “cultural relevance”, particularly as play is more and more shaping magnificence consumption amongst Gen Z and millennials. 

The Estée Lauder Companies-owned (ELC) model additionally mentioned it leans into the resurgence of expressive make-up color, which is predicted to be large this yr. 

“At Clinique, we have always believed beauty should feel approachable and fun,” mentioned Karen Ehrlich, VP/GM Skincare, (ELC).

“Our partnership with Crayola goes beyond nostalgia, and harnesses the power of colour as a form of self-expression, while remaining rooted in what Clinique does best: effortless application, skin-friendly formulas and modern relevance.” 

New shades Poppin’ Pink and Plenty o’ Papaya have been added to Clinique’s Chubby Stick Cheek Colour Balm vary.

Shades So. Sunkissed, Really Rich and Dazzling Dusk are the brand new editions to Chubby Stick’s Contour and Highlight ranges.

In Chubby Stick’s Moisturizing Lip Colour Balm vary, shades Plushest Pink, Happiest Happy, Totally Tutu, Bursting Blossom, Lavish Lilac, Lots o’ Latte and Boundless Blush have been added. 

Clinique x Crayola will probably be dropped at life within the UK and Ireland by way of a nationwide experiential programme delivered throughout a number of codecs.

This will embrace in-store discovery and trial moments led by retail groups to encourage hands-on product engagement.

This is complemented by a hero launch that’s mentioned to unite the Clinique and Crayola communities to “ignite cultural conversation and extend reach”.

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