Audience-Monitoring Taps ‘Demand’ for Donut-Scented Makeup, Cheetos-Safe Homes

Some of the greatest partnerships are surprises. It’s not always about peanut butter and jelly—just ask Martha Stewart and Snoop Dogg.

However, normally there’s more that goes into an unlikely marketing partnership than one might expect. The best ones generate buzz, may promote innovation and even spur sales. In some unlikely collaborations, each partner's reach expands as the promotion touches previously untapped audiences.

Take the e.l.f. Cosmetics and Dunkin', formerly Dunkin' Donuts, collaboration. Coffee and makeup? Well, a limited edition, six-piece makeup collection created to look, feel and smell like a Dunkin’ experience sold out in 10 minutes.
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