Hard Candy Leverages Girl Scout Cookies at Walmart

Hayden Products’ Walmart-exclusive cosmetics brand Hard Candy launched a limited-edition Girl Scout Cookies-inspired makeup collection in February.In stores, a green pallet display using a “Makeup Just Got Sweeter” message stocked the line of 20 SKUs, which includes a $9.98 Thin Mint-scented shadow palette, $7.97 Cookie Batter mascara and a $6.96 powder puff shaped like a Trefoil. The display directs shoppers to GirlScouts.org to support or join the organization."With this collection, we've baked up the perfect treats to celebrate individuality, confidence and creativity," Curan Mehra, Hard Candy chief executive officer, said in a statement. "We love creating collections our community desires, and this one is the sweetest."Hard Candy and Walmart promoted the launch on Instagram and Facebook. Makeup artist and beauty influencer Camila Bravo hosted a shoppable livestream focused on the Hard Candy x Girl Scouts collection on March 13 through Walmart’s ongoing partnership with TalkShopLive.The partners also sold the SKUs through Walmart.com and HardyCandy.com. Hard Candy is making an unspecified donation to Girl Scouts of the USA as part of the effort.Walmart regularly seeks exclusive licensed cosmetics collections. Hard Candy released a line based on the Netflix series “Wednesday” ahead of Halloween, and Profusion Cosmetics is selling a summer festival-themed “It’s a Vibe” collection exclusively at the mass merchant. Mass merchant rival Target also regularly stocks exclusive collections, most recently related to Girl Scout Cookies season as well. Procter & Gamble’s Native launched a limited-edition collection of personal-care products inspired by Girl Scout Cookies exclusively at Target on Dec. 26, 2023.

P2PI MEMBERS

JOIN P2PI

You May Also Like

'Wednesday' Cosmetics Collection Rolls Out to Walmart

Native Brings Girl Scout Cookies Scents to Target