Maëlys’ body care inspires new Whipnotic flavor in cross-category collaboration
Results-driven body care brand Maëlys has partnered with swirl-activated whipped cream company Whipnotic to launch a limited-edition tropical cream flavor, Get-Whipped.
The whipped cream’s fragrant, infused flavor is inspired by the signature gourmand scent and texture of Maëlys’ latest innovation, Get-Taut Body Firming and Hydrating Mousse-to-Oil. Featuring notes of vanilla, passionfruit, and hibiscus, it delivers a tropical burst of flavor designed to evoke the sensorial appeal of the body care product.
The beauty-meets-food partnership celebrates the senses and taps into the rising industry trend for sensory beauty and consumer demand for mood-evoking experiences.
“Our brands both turn everyday moments into joyful experiences,” says Lori Gitomer, co-founder and CEO of Whipnotic.
“The tropical Get-Taut Mousse-to-Oil was the perfect inspiration for developing a beachy, high-sensory exotic flavor that complements our Whipnotic whipped cream,” adds Tracy Luckow, co-founder and president of Whipnotic.
Flavor fusion
The Get-Taut Body Firming & Hydrating Mousse-to-Oil launched in July. Its consistency is similar to a whipped cream-like texture. Maëlys claims that the formula delivers clinically backed results, including improved hydration and a visible reduction in the appearance of wrinkles.
The product leverages sacha inchi seed extract, a nutrient-rich superfood recognized for its firming properties and ability to reduce the appearance of sagging skin. Glaucine, a plant-derived alkaloid with additional firming and anti-cellulite benefits, complements it.
Body care brand MAËLYS has partnered with Whipnotic for a limited-edition collaboration. “Our new mousse to oil has a texture that makes your body care routine sensorial and enjoyable, while delivering results,” says Rom Ginzburg, CEO of Maëlys.
“It’s undeniable that the texture reminds you of whipped cream, so we set out to find the perfect partner. Who better than a women-founded brand that’s one of the first to innovate in this space?”
Beauty with a bite
The product launch is well aligned with the surge in the cross-industry movement for gourmet beauty mergers, exemplified by major brands like Rhode, which leverage the sensory appeal of food and beverages to capture audiences and influence consumer purchasing decisions.
Companies recognize that food-inspired packaging design, product smell, and flavor can trigger emotional responses within the consumer, resulting in a deeper connection and influencing purchasing decisions. According to Innova Market Insights, visually captivating packages influence one in five Gen Z consumers’ makeup product buying behaviour.
This summer, the industry witnessed a surge of multisensory marketing by partnering with food and beverage brands to leverage their favorable flavor and sensory qualities.
Personal Care Insights recently spoke to Miriam Freixa Villena, R&D manager at Tara Formula, about the trend. She told us food-inspired beauty products result from the desire for transparency, simplicity, and familiarity.
Major beauty brands such as Mac, E.L.F. Cosmetics, Rhode, and Laneige have released food-inspired cosmetics spanning sweet to savory flavors.
In more recent cross-industry collaboration news, Rare Beauty partnered with seasoning brand Tajín to launch a limited-edition lip and cheek color cosmetic set. The collection is said to be inspired by the warm, vibrant color cues of Tajín Chamoy Sauce and Tajín Clásico.
While many of these cross-industry collaborations are strategic, others, like Panera Bread’s partnership with Holler and Glow to launch S’Mac and Cheese limited-edition Lip Balm, have seen brands push creative boundaries, sparking mixed reactions from the audience and viral social media publicity.
