If you were racking your brain for ideas on how to celebrate National Mac & Cheese Day (July 14, for those of you who’ve been too busy with appointments to keep up!) then you might want to take notes from Holler & Glow, the brand debuting its scrumptious new S’Mac & Cheese Lip Balm with Panera Bread. While it may not be the conventional duo we all expected, we can see where Holler & Glow’s head is at.
These days, people are craving comfort in their routines, and what better way than through the scent of a much-beloved comfort meal? Not to mention, partnering with a non-beauty brand means boosting reach and sales potential for both brands without any risk of competition.
By limiting where consumers can purchase these special edition products, brands also carve out an exclusive bit of real estate in the market, with flashfire momentum fueled by the novelty of the release, bolstered by both brands’ repute.
So, what might a partnership like this look like for your spa?
Choosing a partnership that works for your business’ size and personality is ideal—franchises are good for a national presence, but if you have a devoted local following, choosing to partner with a beloved community pillar could be a better choice.
The comfort food angle works well in this instance because it marries Panera Bread’s cozy cafe vibes with Holler & Glow’s sassy BFF persona to create a personal care experience that feels akin to grabbing a bite and dishing with a friend.
Partnering with a restaurant that embodies your business in flavor profile and values can be a great fit. Your brand might have a different vibe though. Consider pairing up with a salon for a skin/hair/nails bundled deal. If there’s a cause near and dear to your heart, you can work with a charity for a percentage donation of what you make within a window of time.
Whatever inspires you, don't worry about being a little cheesy! Fortune favors the bowl—erhm, bold.
