LoveShackFancy and Tinder Unveil Secret Crush Perfume in a Unique Collaboration
Fashion powerhouse LoveShackFancy has joined forces with popular dating app Tinder to unveil their latest fragrance, Secret Crush Eau de Parfum. This unique beauty-dating platform collaboration, announced exclusively to The Business of Beauty, marks Tinder’s inaugural venture into beauty marketing. This is part of what CMO Melissa Hobley refers to as beauty’s “big integration” into the app.
Secret Crush is LoveShackFancy’s premier gourmand fragrance. It boasts a vanilla base complemented by notes of coconut, caramel, champagne accord, and frosted chantilly. The 2.5 fl oz bottle is priced at $125 and was launched on September 18 at LoveShackFancy stores and Sephora.
In honor of the launch, Tinder sponsored LoveShackFancy’s debut café pop-up in New York’s West Village, which ran from September 18-20. The collaboration further includes a limited-edition capsule collection featuring:
- Pajama sets
- Tanks
- Cosmetic bags
All items in the collection are adorned with both brands’ logos. Tinder approached LoveShackFancy due to its robust relationship with college-age women, who are increasingly using the dating app as a “rite of passage” when they turn 18.
Source: The Business of Fashion