Native x Dunkin’ Collaborate for LTO Personal Care Products

This collab is rooted in flavors and scents, aimed at consumer trial across brands …

Source: P&G

When two brands collaborate from two different industries/categories that seemingly don’t ever relate to each other, they are generally looking to trade brand equities and push consumer traffic to one another. And that’s exactly what’s happening here with the collaboration between personal care brand Native from Procter & Gamble and coffee/donut brand Dunkin’.

Native x Dunkin’.

In comments from the CEO of Native …

“Native has earned a reputation for creating unexpected, gourmand-inspired partnerships in fragrance, and our collaboration with Dunkin’ brings the ultimate playful twist to your routine,” said Chris Talbott, CEO of Native. “By combining Native’s iconic formulas with sweet aromas inspired by Dunkin’s beloved, classic donuts, this collection redefines how personal care can be both fun and delightful. Together, we’re elevating everyday essentials with a lighthearted touch to bring joy into personal care and fuel your routine!”

Perhaps we can say that personal care mashes up with morning care?

The consumer “traffic” does align well, as does the concept of fragrance preference for skin care and hair care along with coffees and donuts. In fact the scents for the line-up include Boston Kreme, Strawberry Frosted, Vanilla Sprinkle, and Blueberry Cobbler. Can’t you just smell it and feel it?!?

Gotta say the packaging is really well done.

Source: Walmart

Note that the line is only available at Walmart and at the Native website, as a limited-edition (LTO) drop.

Let’s face it, personal care is a crowded category and it’s hard to make relevant news/noise. By tapping into a new fan base, Native is making news that’s relevant with a group of people who likely are new to the brand, which in fact is what a collab is all about.And if Dunkin’ can get a Native loyalist to fall in love with a new fragrance and go try a donut, then that’s a score for that brand as well. Either way, Walmart wins with an exclusive line that draws traffic to their stores as well.

Smells good, tastes good, hopefully sells “good” too! What’s your experience? JIM