Consumers like when brands offer them more than they expect and amaze them with new product offerings, which could never be predicted. Following in the footsteps of Diet Coke with its nail polish and Virgin Atlantic with the lip gloss, Malibu Coconut Flavoured Rum has revealed its own make-up kit worth £20. The new set, which includes a mirror, coconut-flavoured lip gloss, eyelash curlers and eye shadow, is given to those who buy a Malibu drink for themselves and a friend at 4,000 participating UK outlets these months through the end of summer. For this promotion, the alcohol drinks brand teamed up with cosmetics brand, Models Own, which provided the make-up items.

Maybelline New York is welcoming a new spokesmodel, Charlotte Free, who will promote the brand’s product with her iconic extravagant touch. To announce the partnership, the brand has launched a bizarre spot staring the newcomer and Patrick Pope, P’Trique of viral videos ‘Sh*t Fashion Girls Say’ on Maybelline New York’s official channel on YouTube. Titled ‘#TopChicret —Announcing Charlotte Free as New Face of #1 Cosmetic Brand in the World,’ it is telling the good news in a humorous and light-hearted manner, mimicking the way the information spreads in the chick gals world.

For generations, Olay has helped women of all ages look and feel their most beautiful. Many of these women have told us that the person who represents true beauty to them is not a model or celebrity, but their moms. So, in celebration of moms everywhere, Olay is working to give special recognition to one million moms by Mother’s Day. Beginning April 13, women are invited to log on to, and sign our online declaration to acknowledge their moms as their ‘Beauty By Example’ women who are beautiful inside and out, and have inspired them in so many ways. As part of our effort to recognize amazing women everywhere, moms and daughters alike, Olay is contributing up to one million ounces of product to look good feel better, a national public service program dedicated to improving the self-esteem and quality of life of women undergoing treatment for cancer. Consider it ‘Beauty By Example’ in action.

The Virgin Group, which has expanded its business to a range of fields including air flights, vacations, gaming and space to name a few, is now stepping into the cosmetics world. The company in collaboration with bareMinerals has launched a new lipsgloss, Upper Class Red, which is the first-ever cosmetics item produced by the airline—the new product will be available both to the crew (it will become part of the Virgin Atlantic cabin crew uniform) and passengers either for pre-order on board Virgin Atlantic flights through the brand’s in-flight shopping guide, Retail Therapy, or in select Virgin Atlantic Clubhouse spas for as much as £15. The product, which is now being promoted Virgin Atlantic hostess Vanessa White in ads, will also arrive in bareMinerals stockists later this year.

Salvatore Ferragamo is looking for girls who are embodying the vibrant nature of the fashion brand and are sharing its passion for style and upscale urban environment. The luxury fashion market player has launched a new initiative dubbed The Girls About Town as part of the promotion of its latest fragrance Signorina, “a subtly cheeky and fresh scent that celebrates chic girls who are timelessly modern and creative with a hint of audacity,” and is inviting everybody to join the movement. So far, the insider content on the website is shared by five female socialites, who are inviting audience into the world of glamour city life.

Two are better than one—creative collaborations of leaders from various fields can really benefit the market and the history of the industries on the whole, and this approach to developing new products is most frequently used in the design sphere. This spring sees two beauty giants, Sephora and Pantone, which both focus on colour, combining their expertise and views to create a unique Sephora+Pantone Universe collection centered on the Color of the Year: Tangerine Tango, #17-1463.