NPD trend watch: Food & beauty brands merge for unique consumer offerings

Recent product launches in the fragrance and cosmetics spaces highlight a notable trend in new product development (NPD): the convergence of the food and beauty sectors. This approach creates unique consumer experiences and reflects evolving trends in the beauty industry driven by innovative cross-industry collaborations that blend traditional beauty elements with unconventional inspirations.

In the last month, product releases from brands traditionally associated with food, such as Hellmann's and Auntie Anne's, alongside partnerships like Chipotle and Wonderskin, and most recently, NYX Professional Makeup with Gordon Ramsay and Holly Ramsay, showcase a burgeoning trend that is not just a marketing novelty but reflects a significant shift in consumer expectations and preferences.

These trends highlight several key areas of relevance for cosmetics and personal care product manufacturers and suppliers. The integration of sensory experiences into beauty products, as demonstrated by Hellmann's and Auntie Anne's underscores a growing consumer appetite for products that evoke emotional connections and nostalgia.

Meanwhile, collaborations like Chipotle's "Lipotle" with Wonderskin exemplify the demand for functional beauty solutions that cater to specific lifestyle needs, while NYX Professional Makeup's collaboration with Gordan and Holly Ramsey provides strong evidence of the crossover in consumer demographics of "foodies" and beauty enthusiasts. 

As the industry adapts to these trends, manufacturers and suppliers must consider incorporating sensory engagement, practical functionality, and emotional resonance into their product offerings. This shift presents opportunities and challenges, requiring a keen understanding of consumer desires and innovative approaches to product development and marketing. 

Hellmann’s unveils "Hellmann’s & Co." fragrance

Hellmann's has introduced "Hellmann's & Co.," which is "the world's first parfum de mayonnaise, Will Levis No. 8, in partnership with condiment icon and star quarterback, Will Levis," according to the company's press release. Set for release on August 15, the perfume blends the creamy, tangy notes of mayonnaise with citrus and herbal elements.

The launch includes a sensory event at Hellmann's flagship store, where consumers can experience the fragrance and receive promotional items.

Levis shared in a media statement about the release that "with the launch of my signature scent, I've fulfilled a lifelong dream of partnering with Hellmann's to craft a fragrance like no other, one truly embodying the distinct scent of greatness." In the same press statement, Chris Symmes, Head of Marketing, Dressings North America, Unilever explained that "we're the first condiment brand to design a fragrance after our product – and it makes sense for Hellmann's to enter this space because of the versatile ways that people are using and showing their love of mayonnaise."

Symmes added, "Will Levis, condiment icon and mayo connoisseur, was the perfect partner to help us launch this first-of-its-kind parfum and venture into the fragrance world to unite condiment and football fans alike."

This foray into the fragrance market aligns with a broader trend of sensory and experiential products, where brands seek to deepen emotional connections with consumers through novel sensory experiences. This trend reflects the industry's increasing focus on multi-sensory engagement and personalization.

Auntie Anne's launches "Knead" perfume

Auntie Anne's has entered the beauty space with "Knead," a perfume that captures the aroma of its freshly baked pretzels. Available from August 13, the fragrance features buttery dough, salt, and sweetness notes. A launch event in New York offered attendees a chance to experience the scent and receive branded merchandise.

In a press statement, Julie Younglove-Webb, Chief Brand Officer at Auntie Anne's, noted that "there are few scents more recognizable than the aroma of Auntie Anne's," and explained that the perfume aims to capture the sensory experience of the brand's pretzels, leveraging the emotional impact of scent.

"Smell is a special and powerful sense," she added, and "over the years, fans have shared their memories and experiences that began with just a whiff of our pretzels." As a result, she concluded, "we've bottled that moment and can't wait for fans to enjoy it in a whole new way."

This initiative highlights a trend in the beauty industry where brands are exploring experiential products to create immersive experiences. By incorporating familiar scents into beauty products, brands are tapping into nostalgia and personal connection, aligning with the rising consumer demand for products that evoke emotional responses.

Chipotle and Wonderskin collaborate on "Lipotle" lip stain

Chipotle Mexican Grill has partnered with Wonderskin to launch "Lipotle," a green lip stain designed to be resistant to food smudging. The product was released on July 30, featuring a unique green-to-nude-pink color transformation. The launch coincided with National Avocado Day and is available online on Wonderskin.

Stephanie Perdue, Vice President of Brand Marketing at Chipotle, stated that the collaboration addresses the need for durable beauty products suited for dining. "With the popularity of mukbangs on social media, we noticed our fans are in need of a smudge-proof lip stain to enjoy their Chipotle on the go," said Perdue in a press statement. As a result, "we teamed up with Wonderskin to create the most iconic guac and foil-inspired lip stain ahead of National Avocado Day," she explained.

Marina Kalenchyts, Brand Director at Wonderskin, added that the partnership merges Chipotle's brand identity with Wonderskin's technological innovation. "We are thrilled to team up with Chipotle for our very first brand collaboration, unveiling a limited-edition shade of our viral Wonder Blading Lip Stain," she said in a press statement. She explained that "this partnership is a perfect blend of two trailblazing brands, both passionate about delivering top-notch, sought-after products as well as building loyal and robust communities."

"By merging Chipotle's bold, flavorful essence with Wonderskin's revolutionary beauty technology," Kalenchyts added, "we're creating a one-of-a-kind experience and product that will captivate and delight our customers like never before."

This product exemplifies the trend of functional beauty products that cater to specific lifestyle needs, such as long-lasting wear during meals. It also underscores a growing interest in integrating beauty solutions with everyday activities, reflecting a shift towards practical and versatile beauty products.

NYX Professional Makeup launches "Buttermelt Blush" with Gordon and Holly Ramsay

NYX Professional Makeup has entered the culinary-beauty crossover with its latest launch, "Buttermelt Blush," who collaborated with celebrity chef Gordon Ramsey and his daughter Holly to "create an exclusive cake recipe in support of the blush to surprise and delight audiences all over the world," according to the press release. 

Available starting August 20, the Buttermelt Blush is designed to evoke the sensory pleasure of indulging in a delicious cake while enhancing beauty routines. As detailed in the company's press release, "The Buttermelt Blush cake recipe features ingredients such as almond butter and shea butter, which are found in the new product," and "the colors in the frosting were also inspired by the 12 different shades offered in the pigment-packed assortment." The collaboration with the Ramsays brings a playful and engaging twist to the product, tapping into the Ramsays' culinary fame and adding a layer of experiential marketing.

Gordon Ramsay shared in a press statement, "I never thought I would be part of a beauty campaign with my daughter, but what drew me to this partnership with NYX was the opportunity to entertain our global audiences in a fun and unexpected way...on top of that, working with my daughter was the icing on the cake!" 

This launch is a testament to the growing trend of blending food and beauty, where brands are creating multisensory experiences that connect with consumers on different levels. The NYX collaboration not only highlights the trend of sensory engagement but also demonstrates the potential for creative partnerships that blend distinct industries to create novel and memorable products as "this social-driven, multi-faceted partnership also gives audiences an opportunity to try an exclusive Gordon Ramsay recipe at home," the press release concluded.

Trend insights and analysis

Integrating food elements into beauty products is evolving beyond a mere marketing gimmick, reflecting a deeper consumer desire for unique and emotionally resonant experiences. Brands like Hellmann's, Auntie Anne's, Chipotle, and NYX Professional Makeup are innovatively leveraging their iconic elements to tap into a market that increasingly values sensory engagement, nostalgia, and practicality.

Understanding these trends is crucial for remaining competitive in a rapidly changing market. The rise of experiential products and the incorporation of everyday elements into beauty routines is reshaping consumer expectations. As brands move beyond traditional beauty boundaries, they are creating offerings that provide aesthetic benefits and emotional and functional value.

This trend signifies a potential new direction for NPD strategies, where the focus shifts towards unique sensory experiences and practical solutions. For cosmetics and personal care product manufacturers and suppliers, aligning product development with these emerging trends—emphasizing emotional connection, practicality, and innovative sensory experiences—could provide a significant competitive edge in a market increasingly driven by multifunctional and emotionally engaging products.