EASTON, Pa. — SNAPBRANDS is bringing Crayola to the beauty aisle with a new adult-focused collection launching at CVS Pharmacy stores nationwide on Aug. 15.
The Crayola Beauty collection marks a new licensing collaboration between SNAPBRANDS, a woman-owned beauty and lifestyle developer, and Crayola. CVS will be the first retailer to carry the line, with online availability and expanded distribution planned for early fall.
Designed to appeal to consumers who grew up with Crayola, the collection translates the brand’s familiar colors and imagery into fragrances, lip, eye, and nail products. The assortment draws inspiration from retro Crayola shades, including Laser Lemon, Razzle Dazzle Rose, Caribbean Green, and Pink Sherbert.
“Crayola is one of those brands that instantly brings back your favorite childhood memories,” said Kate Kimmerle, CEO and founder of SNAP. “We wanted to take that sense of creativity and nostalgia and turn it into beauty products that feel fun, collectible, and relevant today.”
The launch taps into the growing use of nostalgia and established consumer brands to differentiate beauty assortments and attract adult shoppers. SNAPBRANDS has incorporated vintage-inspired Crayola elements throughout the collection, including retro rainbows, cassette tapes, collectible fragrance tins, and wearable beauty accessories.
Products include a Lip Glaze Bag Charm for $12.99; Aroma Roller Disco Neon Breeze and Berry Fizz collections for $19.99 each; a four-piece Shimmer Lip Stix and Beauty Pouch Set for $19.99; a four-piece Color Eye Stix and Beauty Pouch Set for $19.99; a two-piece Color Lip Butters and Beauty Pouch Set for $19.99; and Body Mist for $14.99.
The assortment also includes Double Trouble: 12 Days of Glaze & Fragrance, priced at $24.99.
“Generations of consumers have grown up with Crayola, creating a lasting emotional connection to our colors and the creativity they inspire,” said April Heeren, senior director, Americas outbound licensing at Crayola. “This collection taps into that nostalgia in a fresh and unexpected way, transforming beloved Crayola hues into beauty products that encourage self-expression, individuality, and a little everyday fun.”
For CVS, the launch adds another recognizable consumer brand to its beauty assortment as retailers increasingly turn to limited-edition, licensed, and social-friendly products to attract younger shoppers and encourage discovery in the beauty aisle.
SNAPBRANDS has developed beauty and lifestyle brands for more than 25 years, partnering with retailers and licensors to identify emerging trends and translate them into retail programs. The company has teams in the United States, the United Kingdom, and Asia.
Crayola, a subsidiary of Hallmark Cards, has expanded well beyond the crayons for which it is best known, using licensing partnerships to extend its color-focused brand into new consumer categories.
The Crayola Beauty collection will begin rolling out at CVS stores nationwide on August 15.
For more information, visit www.crayola.com or join the community at www.facebook.com/crayola
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