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From Sweet to Savoury

Burt's Bees and Hidden Valley Ranch collaborate on a savoury line of lip balms.

What is this about?

In a distinctive partnership, Burt's Bees and Hidden Valley Ranch have come together to unveil a limited-edition line of lip balms inspired by the flavours found in a basket of wings. Showcasing four lip-tingling flavours, including Hidden Valley Ranch, Buffalo Sauce, Crunchy Celery, and Fresh Carrot, the collection has already sold out since its January release. But if you really want them, they can still be bought on eBay at an 1142% markup!

Promotional image of Burt's Bees and Hidden Valley Ranch lip balms.

Why is it interesting?

A departure from traditional sweet and fruit flavours, this new lip-balm collection evokes savoury sensations. Inspired by the tantalising taste of chicken wings on the lips, the partnership captures the unique taste profiles they offer. By tapping into the trend of weird and wonderful food-inspired beauty products, Burt's Bees and Hidden Valley leverage our FutureCode EuphoriaVille and its opportunity to 'Be Sensational' by taking sensorial pleasure to the next level through technology and multi-sensorial design.

So What?

StrawPoll's data gathered that the most popular lip balm flavours are 1) Classic Cherry 2) Peppermint 3) Vanilla. Recognizing this, Burt's Bees and Hidden Valley broke away from the norms to elevate routine beauty rituals, turning them into indulgent experiences. Brands outside the lip-balm category can do this too, by identifying common tropes and zagging in the opposite direction.

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