7-Eleven and Adore Beauty strike unlikely product partnership

7-Eleven and Adore Beauty have struck an unlikely partnership, joining forces to create and sell a new branded coffee body scrub.

The limited edition, 7-Eleven Coffee Body Scrub is based on the same Arabic and Robusta beans that are used in the convenience and petrol store chain’s ground coffee and is being produced in Australia. And to match the real beverage, the scrub has debuted with a price point of $1 through the Adore Beauty ecommerce site this week.

7-Eleven head of marketing communications, Adam Jacka, said the Coffee Body Scrub is a fun and innovative way to showcase the quality of coffee that Australians enjoy every day.

“We’re thrilled to be launching 2022’s most unexpected arrival in beauty, the 7-Eleven Coffee Body Scrub. We take great pride in sourcing great quality beans from across the world to provide great coffee to customers every day,” he said. 

“We wanted to showcase the quality of our coffee beans in new ways. More than 71 million cups are already enjoyed across Australia each year but we know some are still yet to try our iconic coffee. Seriously, our coffee beans are so good we’ve made a coffee scrub out of them.”

Adore Beauty head of creative and campaign strategy, Shanthi Murugan, told CMO the retailer had not partnered with a non-beauty brand in this capacity before.

“7-Eleven is a household name, and this tongue-in-cheek campaign also complements Adore Beauty's approach of not taking beauty too seriously. Collaborating with 7-Eleven is a unique and unconventional way to engage beauty lovers who appreciate that beauty can be both fun and playful,” she said. “We’re excited about the collaboration with 7-Eleven as it demonstrates how category innovation can intersect in beneficial ways for brands and customers alike.”

The 7-Eleven Coffee Scrub boasts of 100 per cent naturally derived, vegan and cruelty-free ingredients and credentials. Australian actor, Olympic Valance, is fronting the product partnership as ambassador and noted coffee and skincare products as two must-have items. The product will be available until stock runs out.

Check out more of our reporting on brands that have struck up unusual partnerships:

• How Binge is finding street cred and audience reach through partnerships
• How Dettol is finding purpose and new consumer footing through partnerships
• 10 unusual examples of brand partnerships
• How data and thinking differently are helping Uber partner successfully
• What Booktopia's CMO is doing to ensure brand partnerships flourish

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