Adore Beauty products. Source: supplied
While brand strategists spend countless hours ensuring a company’s ambassadors align with its public image, one digital-first retailer has shown an unexpected collaboration can be a savvy business move.
On Tuesday the Australian arm of global convenience chain 7-Eleven unveiled a body scrub made using grounds from the store’s famously affordable coffee.
Not only was the release of a beauty product a surprise, the chain’s exclusive sales partner for the product was Adore Beauty; the ASX-listed Australian e-commerce company that rakes in approximately $180 million in annual revenue.
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Commenters on Instagram were quick to point out that while the collaboration was a fantastic brand play for 7-Eleven, working with a commercial convenience store was a left-field move for Adore Beauty.
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