The beauty collab we didn't see coming
A collaboration that we didn’t anticipate but are loving nonetheless –Tower 28 and Kung Fu Panda 4’s limited-edition Luna New Year sets feature the BeachPlease Cream Blush in a new sun-kissed red shade called "Dumpling Hour," a non-sticky Shimmering ShineOn Lip Jelly in the limited-edition shade "Magic,” and the SOS Daily Rescue Facial Spray in its signature red bottle with a panda on the packaging – too cute!
The items are packaged in bright red boxes featuring the Kung Fu Panda emblem, tapping into the festive spirit of the Lunar New Year and Tower 28’s founder, Amy Liu's AAPI heritage.
The brand even released merch, including chopsticks and a plush panda headband – too cute!
Tower 28 is a Gen Z-centric brand that most likely went to the theaters as a kid to watch the first Kung Fu Panda movies. So, this collab really isn’t as unhinged as it seems at first sight!
The limited-edition nature of the products, along with unique design elements like the Kung Fu Panda emblem and festive packaging, also adds to their appeal, making them collectible and desirable.
This approach targets a few consumer groups.
Firstly, Tower 28’s ride-or-die fans.
Secondly, fans of the Kung Fu Panda franchise, of course.
And thirdly, those looking to celebrate their AAPI heritage.
In our opinion, this multifaceted approach effectively broadens this collaboration’s appeal while maintaining a strong identity for the Tower 28 brand.
Delving deeper, the strategy is a masterclass in emotional branding. By associating with Kung Fu Panda, a beloved film, Tower 28 isn't just selling makeup; it's selling a piece of cherished memory that resonates deeply with consumers.
This emotional bond is further strengthened by aligning with cultural festivities, embedding the brand in personal and communal celebrations.
It's not just about the aesthetic of the products but the story they tell and the experience they offer, transforming a simple purchase into an emotionally significant act.
We also love how Tower 28 came out with two sets and the option to buy the Kung Fu 4 SOS Rescue Spray on its own.
It’s always a smart move to give consumers a few different options at various price points.
And the gift set is already sold out online!
What are your thoughts on this limited-edition collab?
P.S. We’ll be catching Kung Fu Panda 4 in theaters on March 8th 🐼
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