Reese’s pairs up with makeup brand HipDot in the latest odd marketing couple.
The candy company takes a crack at cosmetics with its first makeup collaboration in its 93-year history. The HipDot x Reese’s Collection consists of both milk and white chocolate peanut butter cup palettes (scented, of course) a pair of velvety lipsticks, and a collector’s edition cosmetic bag, among other goodies including lip balms and brushes. The collection, which is vegan and cruelty-free, aims to imitate the candy-eating experience, minus the calories. Launched on April 15, the collection is now available for sale on HipDot’s, Ulta Beauty’s and Hershey’s websites. It can also be purchased in-person at Hershey’s two store locations.
Since its start in 2019, HipDot has cooked up creative products that combine affordability and innovation with iconic brands like Peeps, SpongeBob SquarePants, and Tapatío Hot Sauce. Its latest collaboration takes into account several popular trends including consumer candy cravings, the nostalgia craze, and the simple need for something to do to pass the time amidst the ongoing pandemic. At the same time, the new collection picks up on the fact that the pandemic could be coming to a close in the near future. As such, buying new makeup for a new season of change is likely on the minds of consumers excited to go out again. Additionally, instead of indulging in calorie-rich candies, the peanut-y products allow consumers to treat themselves to the experience of Reese’s Peanut Butter Cups without any of the guilt ahead of summer.
The collection, which features tear-off packaging similar to actual Reese’s Cups candies, also bites into one more established trend: ASMR. In one video, TikTok creator Ryan Vita presents the products in tandem with the iconic candy, treating viewers to the pleasing sounds of the tearing and taking bites in between to blend the experience even more. Based on the comments, (“I’m not even that into makeup but my goodness, I’m obsessed.”), it might be more difficult for consumers to resist the sweet pull of Reese’s Peanut Butter Cups than they realize—which is likely exactly what the company, which boasts a spot in the Gifted class of Gartner’s ranking, had in mind. It’s not the first time the company has thought out of the box. Most recently, it gave consumers’ a new way to indulge in Reese’s Puffs cereal via a limited-edition, remote-controlled “lil yacht” that swirls the cereal and milk together for them. But Reese’s isn’t the only food brand banking on beauty to tempt its audiences. Chipotle just served up a spicy makeup collection of its own with e.l.f. Cosmetics.