Home Tech Do you want to smell like donuts? Beauty brands think so

Do you want to smell like donuts? Beauty brands think so

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Do you want to smell like donuts? Beauty brands think so

But in 2023, we move from a food-inspired aesthetic to actually wanting look like the food, with trends like cinnamon cookie butter hair, blueberry milk nails, and glazed donut skin. Today anything goes: velvet hair dye, pickle flavored lubricantand Hellman’s Mayonnaise Perfume—The rule seems to be that the crazier, the better.

For millennials and zillennials, these products are a sensory trip down memory lane, reviving the candy-scented mall staples of our youth. For Gen Z, it’s a clash of high and low: a clean beauty brand like Native rubbing shoulders with a fast-food institution like Dunkin’.

so happy together

TikTok, with its algorithmic obsession with the absurd, thrives on these edible beauty launches. The marketing strategy draws liberally from the streetwear scarcity playbook, implementing limited edition releases designed to create urgency and exclusivity. But unfortunately, these products are not designed to last. They’re flashpoints for FOMO-prone shoppers and sentimentalists looking to romanticize their routines. For Generation Z, the stranger the concept, the faster it seems to circulate.

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Food and beverage (F&B) licenses are a lucrative avenue for these partnerships. According to Licensing International’s 2023 Global Licensing Industry StudyFood and Beverages grew 5.3 percent and the cosmetics industry is dipping its manicured fingers into the pie. Everyone benefits from these symbiotic relationships, as food franchises take advantage of the opportunity to share #TokBeauty to spread your brand in new markets.

The result is a syrupy cocktail of millennial nostalgia and Gen Z irony that generates free publicity through memes, TikTok reactions, and social media rants.

So what’s next? Crunchy-scented cologne? Spicy Cheetos-flavored toothpaste? Maybe a McRib collagen serum? As brands push the boundaries of absurdity, the question is not whether they will go too far, but when we will reach our breaking point. Novelty has a useful life.

Without significant innovation, the joke risks running out of steam, as do some of these the franchises themselves. In the meantime, however, there’s a caveat: the joke here is on the consumer, not the product. We don’t want to wake up tomorrow smelling like Cheetos and pickles and realize the joke is on us.

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