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Concept Collaboration · Campaign & Product Development
Developed a conceptual product ecosystem translating McDonald’s menu items into wearable beauty formats, including a Milkshake Gloss Line (Vanilla, Strawberry, Chocolate) with high-shine everyday formulas and comfort-coded Golden Fries and Apple Pie blush shades. Introduced a McDonald’s-exclusive Soft Serve Gloss with a sculptural swirl cap to drive in-store traffic, supported by a dual-tier retail strategy where the core line launches across e.l.f. retailers while a collectible hero product remains available only at McDonald’s. The concept also includes a pop-up activation anchored by a Big Mac cake installation across NYC, LA, and Miami, integrating food and beauty into one shareable physical experience.
How can two mass brands collaborate without diluting equity? How do you make food-inspired beauty feel collectible, not gimmicky? How can a collaboration drive both retail sales and physical traffic? How do you design for social virality without losing product credibility?
Developed a full conceptual product ecosystem: Gloss Line — Milkshake Collection Vanilla, Strawberry, Chocolate shades inspired by classic milkshakes elf and mcdonalds High-shine, non-sticky, wearable everyday formulas Blush Line Golden Fries Blush Apple Pie Blush Designed as warm, comfort-coded wearable shades Hero Product — McDonald’s Exclusive Vanilla Soft Serve Gloss with sculptural swirl cap and removable charm elf and mcdonalds Available only at McDonald’s locations to drive foot traffic Built a two-tier retail strategy: Core line available across e.l.f. retail Hero collectible available only at McDonald’s Designed a pop-up activation centered around a giant Big Mac cake installation as the main cultural photo moment Integrated food + beauty in one physical experience across NYC, LA, and Miami
Mass cultural visibility through McDonald’s scale Impulse discovery through food-to-beauty translation Social-first product design optimized for TikTok and Reels Retail + QSR traffic crossover strategy Collectible hero SKU to drive exclusivity
“If it cannot be photographed, shared, and collected, it is not collaboration-ready.”
“This collaboration reframes iconic McDonald’s menu visuals as wearable beauty objects, designed for virality, collectibility, and retail crossover. By separating core retail distribution from a McDonald’s-exclusive hero product, the concept drives both cultural conversation and physical foot traffic.”
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