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?
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The French perfumer Honoré des Prés has created an upmarket perfume collection called "We love New York". 3 fragrances are offered: Carrot, coconut and vanilla. They are only made with quality biological materials, and no synthetic ingredients. The originality of the perfumes comes from their packaging, which imitates American take-away coffee-cups.