THE WHAT? The beauty division of C&A Brazil, Beleza C&A, has teamed up with Perfetti Van Melle’s candy lifestyle brand Chupa Chups to launch a new range of bath and body products, according to a report by License Global.
THE DETAILS The collaboration will consist of five products, including a deodorant, body splash, soap, moisturizing lotion, hand cream and a t-shirt.
The beauty products will be made with the Chupa Chups scent, with packaging replicating that from the 1950s and ‘60s when the brand was launched.
The tie-in was orchestrated by licensing agency Destra.
THE WHY? Cross-industry tie-ins continue to be a marketing win for both brands involved, accessing a new and wider target audience, bolstering sales and brand visibility.