Partnerships BluePrint

Our best practice guide to delivering powerful partnerships for your brand.

Global Retail Radar

Our Super Shopper Orla brings you some perfect pairings from the world of Food & Beauty partnerships. Beauty products often smell good enough to eat but the latest trend from the USA to AUS brings a whole new meaning to “edible beauty”! Here are some tasty pairings for you to sink your teeth into.

Get the Glazed Donut Look

Hailey Bieber’s beauty line Rhode Skin launched a limited-edition peptide treatment inspired by Krispy Kreme’s famous strawberry glazed donut. From skincare to nails, this is the woman who kickstarted a Glazed Donut trend that was everywhere last summer. And now the partnership has just been taken up a notch with Krispy Kreme’s re-issue of its strawberry glazed donuts in-stores for a limited time only (sadly only in the USA)!

Smells so good, you could…bathe in it?

Spanning the generations to bring together two iconic Aussie brands – Violet Crumble, Australia’s first chocolate bar and Allkinds, the tween-age skincare brand. As the both share a fragrance-led proposition, this pairing makes perfect sense. Driving sales for both parties, this partnership brings both brands to new audiences and increases brand awareness.

A side of fries with your mani-pedi?

Nails INC has just launched a Big Mac inspired capsule. Long gone are the days of a simple French tip, shoppers are now invited to wear this limited edition ketchup red polish decorated with the iconic Golden Arches or Big Mac motifs. Available on the Nails Inc D2C website and in selected stores stateside, this collaboration has taken social media by storm with fans showcasing their creations across Tiktok, Instagram and Facebook.