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Concept Collaboration · Campaign & Product Development
Developed a conceptual collaboration between e.l.f. Cosmetics and Salt & Straw centered around a single hero concept called “e.l.f.ing Stardust.” The project translates a deep berry dessert flavor into a beauty product ecosystem, pairing a berry-toned lip oil with a matching ice cream flavor made with raspberry, blackberry, hibiscus, and edible silver shimmer. Both the dessert and the beauty product share the same flavor identity, creating a sensory crossover where the product can be both tasted and worn while generating social-first beauty content and a collectible limited drop moment
How can a beauty brand translate its digital-first audience into a real-world experience while keeping the collaboration authentic to both brands? The challenge was to design a concept that connects food culture with beauty without feeling gimmicky, while also creating a shareable moment that works visually for social media and drives excitement around a limited collaboration
Developed a limited collaboration built around one shared sensory concept: a berry-inspired lip oil called “e.l.f.ing Stardust” paired with a custom Salt & Straw ice cream flavor using raspberry, blackberry, hibiscus, and edible shimmer. The dessert mirrors the glossy finish and tone of the lip product while subtly staining the lips to recreate the product effect. The concept is structured as one product, one exclusive flavor, and one limited drop designed to merge beauty culture with dessert culture and create a memorable brand interaction
The concept connects digital beauty culture with a physical brand experience, creating a moment designed for social media discovery and real-world engagement. The sensory crossover between flavor and beauty makes the collaboration memorable, encourages user-generated content, and allows two cult audiences to intersect. Limited drops increase urgency while Salt & Straw locations act as physical activations where the beauty concept becomes an experiential brand moment
““When flavor becomes color and texture becomes gloss, a product turns into an experience.””
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