Dive Brief:

• Chipotle Mexican Grill has teamed with cosmetics brand Wonderskin for a lip stain called "Lipotle," per a press release. The product was created exclusively for the fast-casual chain in celebration of National Avocado Day (July 31).
• The "burrito-proof" Lipotle includes a green, foil-inspired masque that is peeled to reveal to nude rose lip stain and will be available in the U.S., U.K. and Canada via Wonderskin's online channels starting July 30.
• The social-media-minded collaboration pairs Chipotle with an emerging cosmetics brand that has seen its lip stain products go viral on TikTok, driving sales via TikTok Shop and Amazon. 

Dive Insight:

Chipotle's annual celebration of National Avocado Day brings together several tactics that the fast-casual chain has utilized in its marketing for years, including an embrace of emerging channels, viral trends and brand partnerships. 

The partnership with Wonderskin was inspired by the popularity on social media of mukbangs, live-streamed videos where creators consume food while interacting with their audience, and the need for smudge-proof makeup, explained Stephanie Perdue, Chipotle's vice president of brand marketing, in a press release.

In Wonderskin, Chipotle has found a partner that has seen its products go viral on TikTok, leading to high sales via digital channels including TikTok Shop and Amazon. The brand sells one lip stain — like the Lipotle offering — every 15 seconds, per the press release. The team-up is Wonderskin's first brand collaboration in its four-year history.

"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, we're creating a one-of-a-kind experience and product that will captivate and delight our customers like never before," said Marina Kalenchyts, Wonderskin's brand director, in the press release.

Back in 2021, Chipotle teamed with E.l.f. — another brand that has been a first-mover in digital channels — for a makeup collection inspired by the fast-casual chain’s burrito ingredients.

Outside of the Lipotle launch, Chipotle will mark National Avocado Day with a free topping or side of guacamole on July 31 with promo code AVO2024 on the Chipotle app or website. Previous promotions around the "holiday" have included experiments with Threads and a cryptocurrency-inspired stock market simulation game. 

Chipotle saw comparable restaurant sales increase 11.1% in the second quarter of 2024, per the company’s most recent earnings report, growth Chairman and CEO Brian Niccol attributed to “successful brand marketing.”