Co-branding, Collaborating & Cross Promoting

Brand collaborations have become increasingly popular as a marketing strategy to maximize audiences and reach new customer segments. I’m sure you’ve noticed all the skincare collabs that Beauty Kitchen does with celebrities, not to mention countless other brands doing it as well!

Today I’m breaking down co-branding, collaborating and cross promoting ALONG with a few reasons why you should be thinking about them!

Co-Branding is when two or more brands join forces to create a new product or service that combines the strengths and characteristics of each brand. This collaboration helps to leverage the existing customer base of both brands, increasing visibility and attracting new customers. For example, Nike and Apple collaborated to create the Nike+iPod Sport Kit, combining fitness tracking technology with athletic shoes.

Cross-Promotions are when brands collaborate on marketing campaigns or events to mutually promote each other's products or services. This can involve joint advertising, social media campaigns, or events where both brands are featured. For example, a clothing brand may partner with a popular music artist to promote their new album through a limited-edition clothing line.

Influencer Collaborations take place when brands partner with influencers/celebrities who align with their target audience to promote their products or services. This collaboration involves the influencer endorsing or featuring the brand's products in their content, reaching their followers, and potentially expanding the brand's audience. For example, beauty brands often collaborate with makeup artists or beauty influencers to create and promote their own branded products.

Another way that brands can collaborate is by organizing joint events or setting up temporary pop-up stores, where they can showcase their products together. This collaboration creates a unique experience for consumers and allows both brands to benefit from each other's customer base. For example, a sports apparel brand may collaborate with a fitness equipment brand to organize a joint workout event where participants can try out and purchase products from both brands.

Have you thought at all about doing any brand collaborations? Who would you choose?! Do you have any dream partnerships?

Here are some amazing co-branded skincare collabs that really did well:

Glossier x Balm Dotcom: Glossier, a popular skincare and makeup brand, collaborated with Balm Dotcom, a cult-favorite lip balm brand. They created limited-edition sets that combined Glossier's skincare expertise with Balm Dotcom's nourishing lip balms, offering customers a comprehensive lip care experience.

Drunk Elephant x Sephora: Drunk Elephant, a clean skincare brand, collaborated with beauty retailer Sephora to create an exclusive kit called "The Littles." The kit featured mini versions of Drunk Elephant's best-selling products, providing customers with a curated selection to try out the brand's offerings.

Kiehl's x Disney: Skincare brand Kiehl's collaborated with Disney to create special edition collections featuring Disney characters. These collaborations included limited-edition packaging and products, bringing a touch of Disney magic to Kiehl's skincare offerings.

La Mer x Crème de la Mer: Luxury skincare brand La Mer collaborated with the Crème de la Mer brand to release limited-edition products and collections. These collaborations often featured exclusive packaging or unique product formulations, allowing customers to experience the iconic La Mer products in new and exciting ways.

Tatcha x Luminous Dewy Skin Mist: Japanese-inspired skincare brand Tatcha collaborated with digital media and commerce company Luminous to create a limited-edition Luminous Dewy Skin Mist. The collaboration combined Tatcha's expertise in skincare with Luminous' focus on promoting radiant and glowing skin.

At Beauty Brand Coaching we’re excellent at putting people together and have done it for many brands and clients. Most recently, we paired Alexis Bellino from the Housewives of OC with the skincare brand Filterless ERA. Will you be next?

Your Beauty Brand Coach,
Heather Marianna