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

More Brand Posts

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in