To view our Q2 Trend Report, click here.

Facebook and L’Oreal just partnered to bring you virtual makeovers.

Did your eyes stop at the seemingly odd combo of Facebook, a social media platform, and L’Oreal, a beauty and cosmetics retail brand, in partnership? Or did you take it in stride that, of course these two disparate companies could find a common business model?

It’s happening more and more. As we watch shifts in behavior, one we saw in Q2 this year was how companies are reaching out to other brands from outside their category, with the goal of finding a unique approach and an expanded audience. We’ve moved from internal innovation, to buying innovation, to outsourcing innovation to consumers, and, now, to a mashup of innovation to get new corporate direction and product development ideas.

Here are some additional examples of unlikely pairings:

• The Ruffles chips brand is partnering with the Shoe Surgeon (aka Dominic Chambrone) to bring fans snack-themed custom sneakers.
• Food distributors and producers are starting to ink exclusive deals for food to be provided to the physical attendees at eSports events. Most recently, regional grocery chain Giant Food, Proctor & Gamble, and Nestle partnered to cater to the inaugural eSports NBA 2k League team, Wizards District Gaming.
Microsoft and Walmart are entering into a five-year tech partnership meant to rival Amazon’s services.
• Starbucks and McDonald’s recently partnered to pool resources to create a widely adopted, fully recyclable/compostable coffee cup, complete with sippable lid or other straw replacement.

So, if your business feels a little stale, or you need some new ideas, think outside—even WAY outside—your category. Perhaps a partnership, even for a temporary promotion, will shake things up just enough to give your company a makeover of its own.

To view our Q2 Trend Report, click here.

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