7-Eleven and Adore Beauty strike unlikely product partnership

Convenience store brand teams up with online retailer on a new coffee body scrub to drive awareness and trial of the real beverage

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:

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page   


Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in