Clinique is spotlighting an expansion of its cult-favourite Chubby Sticks franchise with a "highly playful" strategic collaboration with Crayola.
The campaign with the art supplies company leans into beauty's current nostalgia trend , and aims to reposition the brand's multi-use stick make-up format franchise as a vehicle for creativity with new "mistake-proof" shades.
Launched in the UK and Ireland, the Clinique x Crayola campaign is described as going "beyond traditional product-first narratives" to help consumers rediscover make-up as a playful tool for self-expression.
It said teaming up with a globally recognised colour authority gives the franchise "cultural relevance", especially as play is increasingly shaping beauty consumption among Gen Z and millennials .
The Est⁘e Lauder Companies -owned (ELC) brand also said it leans into the resurgence of expressive make-up colour , which is predicted to be big this year.
"At Clinique, we have always believed beauty should feel approachable and fun," said Karen Ehrlich, VP/GM Skincare, (ELC).
"Our partnership with Crayola goes beyond nostalgia, and harnesses the power of colour as a form of self-expression, while remaining rooted in what Clinique does best: effortless application, skin-friendly formulas and modern relevance."
New shades Poppin' Pink and Plenty o' Papaya have been added to Clinique's Chubby Stick Cheek Colour Balm range.
Shades So. Sunkissed, Really Rich and Dazzling Dusk are the new editions to Chubby Stick's Contour and Highlight ranges.
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