Why Food x Beauty Brand Collabs Work: Sensory Marketing That Drives Engagement

Contents...

1. Glaze, but Make It Skincare: Vaseline x Krispy Kreme Campaign
2. Maybelline x Nando’s: Lipstick That Survives the Heat
3. The Psychology Behind Food and Beauty Collaborations
4. What Brands Can Learn From These Campaigns

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In recent years, food and beauty have become unlikely but powerful collaborators. What once seemed like separate industries are now blending in unexpected and exciting ways. From lip balms that taste like Fanta, to sparkling drinks inspired by lollipops, and even Coca-Cola and Oreo teaming up to launch a co-branded product, cross-industry collaborations are evolving.

These partnerships are no longer just about novelty. They reflect a larger shift in how brands connect with consumers, tap into cultural trends, and engage the senses. Let's explore the growing trend of food-meets-beauty collaborations by analysing two standout campaigns from South Africa: Vaseline x Krispy Kreme and Nando’s x Maybelline. We’ll unpack why these crossovers worked, the marketing psychology behind them, and what other brands can learn from these deliciously clever moves.

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1. Glaze, but Make It Skincare : Vaseline x Krispy Kreme Campaign

When Glazed Skin Meets Glazed Doughnuts

One of the most talked-about local collaborations in 2025 was Vaseline South Africa’s partnership with Krispy Kreme to launch its new CeraGlow range. This was no ordinary skincare campaign. It was a visually rich, culturally relevant moment that rode the wave of the “glazed skin” trend: the dewy, glossy aesthetic that took off globally thanks to brands like Rhode Beauty and influencers like Hailey Bieber.

To promote the product, Vaseline sent PR boxes that included a full-sized product along with two original glazed Krispy Kreme doughnuts. Amongst other well known influencers, they partnered with local fashion and beauty icons Linda Mtoba and Rich Mnisi, giving the campaign immediate pop culture credibility. Vaseline also launched a user-generated content (UGC) giveaway where fans were encouraged to share their best “glazed look” to win an exclusive Vaseline x Krispy Kreme branded hamper.

Why It Resonated

The word “glazed” is a perfect bridge between food and skincare : it implies indulgence, sheen, and satisfaction. By delivering a multi-sensory message, the campaign allowed users to experience the product visually, emotionally, and even gustatorily. The inclusion of the donuts made it Instagrammable and built instant UGC potential.

A 2005 study by Millward Brown found that multi-sensory branding can increase brand impact by over 70%, yet most marketing only targets a single sense. Vaseline’s campaign broke this mold by connecting visuals, taste, and touch.

Strategic Benefit for the Brand

Vaseline effectively repositioned its product from a utilitarian balm to a trendy, beauty-adjacent product. Aligning with Krispy Kreme gave it lifestyle cachet and immediate cultural capital; the kind that trends on Instagram Stories and TikTok For You Pages.

The Sensory Strategy Behind It

This is a classic example of sensory marketing. By pairing something tactile like skincare with something edible like doughnuts, the brand triggered emotional and physical responses. The word “glazed” itself evokes taste, texture, shine, and even nostalgia. According to Martin Lindstrom’s book Brand Sense, brands that appeal to multiple senses can increase customer impact by over 70 percent. This campaign gave people something to see, feel, and taste — increasing memorability and social shareability.

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2. Maybelline x Nando’s: Lipstick That Survives the Heat

Maybelline launched its Vinyl Ink Sauce Lipstick, a product designed to be long-lasting, glossy, and bold. But instead of relying on typical before-and-after comparisons or clinical tests, the brand decided to prove its product’s staying power in a real-life scenario: eating messy, spicy Nando’s chicken.

The campaign featured women wearing the lipstick while tucking into Nando’s meals. Despite the chaos of licking your fingers, wiping sauce off your lips, and taking bites, the lipstick stayed intact. And so did viewer interest.

Why It Captured Attention

This campaign succeeded because of what’s known as contrast marketing. Beauty content is usually polished and perfect. But watching someone eat chicken while wearing lipstick that doesn’t budge? That’s surprising, scroll-stopping, and relatable.

It also leaned into local humour and culture. Using Nando’s, a brand known for its spicy food and bold personality, brought immediate relevance and a sense of fun. And because it was grounded in an authentic activity, it built social proof.

According to Nielsen, 92% of consumers trust earned media, such as real people showing product performance, over traditional advertising. The campaign didn’t need hard claims — the proof was in the chicken.

Brand Benefits

For Maybelline, it broke out of the beauty echo chamber and gained visibility among food lovers and lifestyle audiences. For Nando’s, it reinforced their brand identity as playful, current, and deeply in tune with South African humour and lifestyle.

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3. The Psychology Behind Food and Beauty Collaborations

Food and skincare may seem like an odd pairing at first, but the strategy is deeply rooted in psychology.

Here’s why it works:

1. Multi-sensory branding: Human memory is improved when more than one sense is stimulated. According to Lindstrom’s Brand Sense, brands that engage multiple senses are more likely to form emotional connections and stay top of mind.

2. Cultural familiarity: Food is deeply personal. By aligning with something nostalgic or familiar, beauty brands gain emotional access to consumers in a non-intrusive way.

3. Novelty and curiosity: A study published in The Journal of Consumer Research found that novel products receive significantly more attention and interest. Food-beauty crossovers offer the unexpected, which triggers intrigue.

4. Metaphorical alignment: “Glazed skin,” “saucy lips,” or “treat yourself” messaging links beauty with food in ways that feel intuitive and appealing.

The Rise of Flavour-Driven Branding

The food and beauty crossover isn’t just a local trend. Internationally, we’ve seen similar mashups:

• Oreo x Coca-Cola launched limited edition “Coke Float” Oreos in early 2024.
• Lip Smacker offered nostalgic soda-flavoured lip balms like Sprite and Coca Cola.
• Chupa Chups moved beyond candy into sparkling soft drinks, leveraging flavour familiarity into a new product vertical.

According to Statista, global crossover campaigns between food and cosmetics have seen a 23% increase year-on-year since 2021, largely driven by TikTok and Gen Z’s demand for novelty and sensorial experiences.

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4.What Brands Can Learn From These Campaigns

Crossover collaborations can seem gimmicky if not done with intention. Here’s what the most successful campaigns teach us:

1. Culture-first marketing wins: Don’t start with the product. Start with what’s happening culturally then find a way to embed your product in that narrative.

2. Prove your claim in an unexpected way: Instead of sterile demonstrations, find a cultural moment, food, or activity that can prove your product’s value.

3. Cross-category thinking expands reach: By blending categories like food and beauty, brands can tap into new audiences and drive curiosity.

4. Engage the senses and emotions: When a campaign activates more than just sight or sound, it becomes more immersive and memorable.

5. Make it shareable: Every element, from packaging to product to influencer seeding , should be designed with social media virality in mind.

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Closing Thoughts

From PR packages with pastries to lipsticks that survive a spicy feast, beauty brands are realising that food isn’t just fuel , it’s a marketing tool. And as seen in these South African campaigns, sensory marketing, humour, and cultural cues make this strategy a recipe for success.

As consumers demand more engaging, experiential marketing, expect to see even more unexpected crossovers. After all, if you can make your audience crave your product the way they crave a donut or a chicken wing, you’ve already won.

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Make Your Brand Unforgettable

When brands break boundaries, like blending skincare with snacks or makeup with meals, they don’t just grab attention, they spark emotional connection. And in a market flooded with sameness, it’s these unexpected, memory-triggering moments that set brands apart.

At Lab Rabbit, we don’t do ordinary. We merge data, culture, and storytelling to help brands create campaigns that feel: the kind people talk about, share, and remember. Whether you're ready to explore bold collaborations, tap into sensory marketing, or craft a brand moment that sticks, we’re here to make it happen.

📩 Let’s build your next cultural breakthrough. Contact Lab Rabbit to turn your boldest brand ideas into scroll-stopping reality.