Clinique joins with Crayola to relaunch Chubby line with colourful campaign

Clinique has partnered with Crayola to relaunch its Chubby franchise, using Crayola’s expertise in colour and creativity for a new multi-channel campaign.

The collaboration aims to position colour cosmetics as a tool for self-expression, aligning with broader trends in the beauty industry where storytelling, cultural relevance and experiential marketing are increasingly central to consumer engagement.

Karen Ehrlich, Vice President & General Manager of Skincare at The Estée Lauder Companies, said: "At Clinique, we’ve always believed beauty should feel approachable and fun.

"Our partnership with Crayola goes beyond nostalgia, and harnesses the power of colour as a form of self-expression, while remaining rooted in what Clinique does best: effortless application, skin-friendly formulas and modern relevance."

Together, the brands intend to engage both existing consumers and younger audiences, including Gen Z and Millennials, by leveraging colour as a form of playful, personalised self-expression.

The partnership will be supported by a multi-channel campaign, including nationwide in-person activations, in-store trial opportunities, and influencer and creator-led promotion.

The initiative aims to promote hands-on engagement, support product discovery and generate organic content, while fostering community interaction around the collection, which includes a Cheek Colour Balm, Contour Stick, Highlighter Stick and Moisturising Lip Colour Balm.

It responds to current industry trends, including the growing popularity of expressive colour, hybrid makeup products, and low-effort, multi-purpose formats such as tinted balms and sticks.

Clinique notes "significant growth" growth in these formats, with contour sticks up 17%, blush sticks up 12%, and highlighter sticks up 100%, reflecting consumer demand for convenient and versatile products.

The news comes as Crayola pledges to invest millions of pounds in the UK and Ireland as part of plans to double its business in the region. The 120-year-old business, which is a subsidiary of Hallmark Cards, laid out a three-year plan that involves the launch of new products and campaigns to market the brand.  

Source: Sophie Smith The Industry.Beauty