Colour matching brands
Global design leader Pantone and global luxury cosmetics retailer Sephora have paired up to release a special collection of Sephora-brand cosmetics in iconic Pantone shades. They have also selected a ‘Colour of the Year’ to celebrate the two brands’ unified passion for colour and design.
Why it matters
There’s a rising trend of brands partnering with other brands outside of their category to express a shared sense of vision. They use their bond to leverage and legitimise each other to consumers. In this case, Sephora lends style whilst Pantone lends its expertise in colour. How might other brands be able to creatively find a ‘soul mate’ outside their category? How can aligning on a similar passion, rather than a similar consumer demographic, help reinforce the brand’s strength in the market?
During the New York Mercedes-Benz Fashion Week, Glamour Magazine hosted M-commerce enabled Taxi Shops that allowed consumers to instantly buy Lancome and Yves Saint Lauren beauty products while hitching a free ride through Manhattan.
L'Oréal has moved into the world of gaming and created an XBOX console app called “The Next Level”. In the game, you can get personal styling tips, inspiration and educational academy programs. The more you play and interact, the more “Style Cred” you can earn - which is then turned into redeemable offers off L'Oréal products.