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Centric Beauty & Sally Hansen – Hershey (Brand Activation Consulting)
The Hershey Company’s beauty program saw exceptional growth across mass, grocery, drug, and value channels in 2024. This success is driven by a strategic focus on targeting Gen Z with an elevated product line that expands the brand’s already robust kids and tween offerings. Partnering with Centric Beauty and adding nail industry leader Sally Hansen, Hershey effectively blended premium beauty with mass-market accessibility. Today, the program spans over 18,000 retail locations and has garnered significant attention from social media influencers, fueling excitement and buzz. Notably, TJ Maxx reported that consumers are traveling more than 30 miles to purchase Hershey cosmetics, reflecting the growing demand. This surge underscores Hershey’s ability to engage a wide audience with unique products, further cementing its position in the competitive beauty market.
Grupo Boticario – Pampers (Beanstalk)
In September 2023, Boticario, a leading Brazilian beauty company, launched 13 Pampers-branded premium baby bath and skin care products. Through the power of trademark licensing, Pampers extends its iconic global brand into this category where brand name, recognition, and trusted equity are critical to new parents’ purchase decisions. Boticario not only delivered excellent products but invested in consistent social media messaging to engage parents with the brand and provide helpful content about caring for their newborn. This strategy generated over 400 million impressions and supported a robust retail program across more than 25,000 stores. This partnership exemplifies how effective licensing deepens the connection between a billion-dollar brand and the consumer. New parents can now rely on Pampers for both diapers and baby toiletries, trusting Pampers to protect their baby across a regiment of uses and adding more moments of delight for baby and parent throughout their journey together.
H&A – The Grinch (Wildbrain CPLG)
H&A’s The Grinch range for TJX evokes equal parts humour and nostalgia, and bringing novelty into the beauty and bathing range was of the utmost importance. The bathing range focussed on pampering, easing the stress of Christmas! This included hand soaps, bath fizzers, shower steamers, and exfoliating shower gels in eye-catching packaging. H&A’s awfully fun gift range included more premium bundles with metallic finishes, as well as cute and festive red ribbons, with the single line beauty accessories focused on eye-catching graphics and contrasting colours. All secondary packaging is FSC certified and fully recyclable. The range is perfect for those Christmas grumps who are on the naughty list this year!
Hard Candy – Girl Scouts of the USA (Earthbound)
Girl Scouts of the USA and the bold beauty icon, Hard Candy, launched a limited-edition makeup collection. Largely inspired by Girl Scout Cookies, the cruelty-free collection features 20 beauty products that celebrate individuality and inspire confidence. The items, ranging from scented eye shadow palettes and flavored lip oils to press-on nail stickers and plush face puffs, were each priced at just $10 or less. The program was an instant hit at HardCandy.com and Walmart. All bundles sold out just two days after an exciting launch on Walmart Live, which garnered over 18,500 views. In total, the buzz-worthy partnership garnered more than 772.3 million impressions across press, digital placements, and social media.
LUSH – Bridgerton
The glorious union between Netflix’s Bridgerton and beauty pioneer LUSH is sure to turn heads across the ton, with divine floral scents like rose absolute, sweet pea, and freesia. The range is formulated using ethically sourced ingredients and includes a bridal-worthy perfume, decadent shower jam, and luxurious body lotion. To celebrate the collaboration, LUSH transformed its Oxford Street flagship into a regency-style pop-up and its Glasgow store into a secret garden fitted with a rose-scented water fountain, regency-style seating, and hanging flowers. The accompanying digital campaign drove 14.5 million influencer impressions and six million total online coverage views.
LUSH – Wicked
Wicked x LUSH was LUSH’s largest licensed collection and a truly perfect partner collaboration, as LUSH’s focus on sustainability aligned with the green production initiative of the film. Universal and LUSH teams worked to create magic out of so many different elements from the film, including the scent of the “Green Elixir Shower Gel,” which was made from lemons, melons, and pears, the same as the punch at the Ozdust ballroom; pink to green color-changing bath bombs; and the magic of Glinda’s bubble wand making bath bubbles. LUSH supported with an Emerald City-themed takeover of their local NYC “book a bath” spa experiences, as well as with a pop-up at Kings Cross Station aligned to the film’s Emerald City Christmas tree display, and made a limited-edition replica soap to match the tree.
Wild Willies – Yellowstone
Designed for the man with the cowboy soul, the Wild Willies x Yellowstone beard care collection launched this past holiday season just in time for the premiere of the new season of Yellowstone. Inspired by the rugged beauty and untamed spirit of Yellowstone, the limited-edition collection brings wild to the everyday man’s lifestyle. Each kit includes everyday beard care grooming essentials—including shampoo, conditioner, oil, soap, and beard brush—and captures the essence of Yellowstone in the packaging and product design. This partnership helped Wild Willies secure incremental distribution during the holiday season across key mass, grocery, and drug channels and generated millions of impressions across social and digital marketing.
