Food related product launches continue to fill up the beauty industry (no pun intended), with Glossier’s Black Cherry campaign, taking the forefront in 2025. Teasing words like Jammy, irresistible, juicy and bitten, Glossier launched their new Black Cherry collection on January 3rd this year.
The launch campaign included their first ever 'Supper Club' in New York, offering cherry décor, cherry cocktails and cherry cakes. Their Balm Dotcom tour saw cherry coloured vending machines across different states, stocked with lip balms and waiting for queues of excited customers. Freebies included cherry stickers, cans of cherry cola, cherry sweets and charms. The campaign led to the complete sell out of the limited-edition cherry padlock merchandise, which has since been restocked and sold out again.
What a way to generate a ‘need’ for a product, by introducing food; an entity for many people that involves a strong, emotional trigger. On the one hand, you have the paramount physiological need for food for survival, think Maslow’s hierarchy of needs (1943); yet on the other, an emotional association that introduces feelings of comfort and familiarity with desire and lust (often paired with a little lack of self-control!). When you put these two together, you not only spark a ‘want’ for the latest release but tap into a ‘need’ for it too.
This form of sensory marketing really allows for wonderous storytelling, especially in a world of increasing digital sales. We can expect to see more of this tasty trend into 2025, with Elemis successfully launching their Black Cherry Cleansing Balm, Milk Makeup’s jelly range, and Hair Syrup's instant sell out of their leave in cherry hair oil. What trending food will be next?
