Marketing Currents - Business and Marketing Current Events

Chipotle is launching a limited edition makeup line with a burrito-inspired eye shadow palette — here’s what it looks like


Elf Cosmetics and Chipotle just announced a joint makeup line launching March 10.

The brands will sell four limited edition makeup products, along with an “eyes chips face” bowl at Chipotle. The collection includes a $16 Chipotle eye shadow palette with 12 colors “inspired by classic Chipotle ingredients, including white rice, brown rice, pinto beans, black beans, sofritas, fajitas, mild salsa, green salsa, hot salsa, corn salsa, guac, and lettuce.”

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Discussion Questions:

  1. What is partnership?
  2. Why do brands engage in partnership?
  3. How might Chipotle benefit from this partnership? How might Elf Cosmetics benefit?
  4. Why is it important for both parties to benefit from a partnership?
  5. What is promotion?
  6. What type of promotion is a “limited edition” product?
  7. Why do you think this collaboration features limited edition offers?
  8. What is publicity?
  9. How might both brands benefit from the publicity generated through this partnership?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.