There’s nothing quite like the look of freshly made donuts—and now, Dunkin’ wants you to get an eyeful of it from your nails. The brand has introduced a batch of nail polishes in collaboration with Lauren B. Beauty, with limited edition latte-inspired flavors—er, colors—like Cocoa Mocha, Caramel Craze, and Blueberry Crisp along with the brand’s own orange and pink. Here’s what makes the move more than just sweet.
With National Doughnut Day and summer just around the corner, rolling out a bevy of bright polishes that will remind wearers of their donutty-buddy, Dunkin, is a smart move right now. Fans can find a salon near them via an interactive map on the brand’s site. Those that opt for a Dunkin’ mani get a $3 Dunkin’ gift card so they can match their new look with a latte and share the loot on social media with the hashtag #Dunkin. Dunkin’ is no stranger to going strong on social media. The brand earns the second-highest YouTube mobile video impression count out of all tracked brands in Gartner L2’s Digital IQ Index: Restaurants. As such, the tr-eatery is also promoting its new polishes to its own 1.5 million Instagram followers.
But the move is more than just a bit of fun. It could be a reflection of an even bigger trend. Brands of all backgrounds are betting on beauty. For example, Zara and ASOS have both taken the leap of lipstick with their own beauty offerings. The strategy has been switched too, with beauty brands Benefit and Glossier broaching the pop-up cafe concept and selling beautiful skincare alongside equally-beautiful burgers, often within a millennial-pink backdrop, in what could be an influencer’s dream. But restaurants are yet to make a real splash onto the beauty scene. Additionally, branded-ness are a dying art in the restaurant business as unbranded terms take the lead. That said, this isn’t Dunkin’s first foray into the category. The brand rolled out a set of Munchkins Lip Balms last April, in a trendy round shape, no less, and collaborated with Dove last year.
Dunkin’s move is bold in that it states a new normal—crossing brand borders isn’t just for pop stars and luxury labels. Restaurant and food brands should consider branching out into beauty. No matter how absurd the idea may seem at first, it can be Dunkin’.