Chipotle x e.l.f. Cosmetics

At Day One, we helped turn a social post into one of the hottest – and hardest to get – beauty drops of 2021. After a meme about the Chipotle line looking like a makeup palette took off on Instagram and Twitter, we reached out to e.l.f. Cosmetics about making it happen. One year later, we launched the Chipotle x e.l.f. Collection, which included a vegan makeup palette inspired by all of the vegan ingredients at Chipotle, an avocado makeup sponge set, a hot salsa lip gloss, and a makeup bag that looked identical to Chipotle’s chips.

In addition to building a 360 launch plan together with Chipotle and e.l.f., we helped develop the product in collaboration, art directed and produced all of the photo and video assets, and created bespoke mailers for influencers and celebrity fans.

The resulting collaboration drove over 200M social impressions and 5M engagements. It got both brands shortlisted for a Cannes Lion. And garnered over 4B press impressions, including shoutouts on The Drew Barrymore Show and Late Night with Stephen Colbert. Oh, and the collection sold out in less than a day – and was resold on eBay with a 500x markup.