THE WHAT? LVMH-owned Benefit has teamed up with footwear brand Crocs on a new limited edition collection, named Benefit x Crocs.
THE DETAILS The range features the classic Crocs style, as well as a slider, in a pink hue, embellished with Benefit-inspired and branded Jibbitz charms.
To complement the launch, the two companies have created a TikTok and Instagram Reels challenge, using the hashtag, #benefitofcrocschallenge. Those taking part are entered into a draw to win a press package containing the shoes and Benefit products.
THE WHY? While beauty and fashion have long since crossed over, Benefit is the first beauty company to partner with Crocs, which follows on from Musician Diplo’s collaboration with the brand.
The two companies have already benefited from the link up, with Benefit gaining 14,000 followers on Instagram and Crocs gaining 10,000.
Speaking about the follower increase, Jenn Whipple, Benefit Cosmetics’ Vice President of U.S. Marketing, said, “That’s when we realized that collaborating with Crocs, whose motto is ‘come as you are’ and that everyone should be comfortable in their own shoes, aligns with our core values and brand. The audience felt the same way.”
She continued, “We’re two brands unafraid to take risks and make noise. We knew that we needed to be the first-ever beauty brand to have a partnership with the brand.”