THE WHAT? The beauty division of C&A Brazil, Beleza C&A, has teamed up with Perfetti Van Melle’s  candy lifestyle brand Chupa Chups to launch a new range of bath and body products, according to a report by License Global. 

THE DETAILS The collaboration will consist of five products, including a deodorant, body splash, soap, moisturizing lotion, hand cream and a t-shirt.

The beauty products will be made with the Chupa Chups scent, with packaging replicating that from the 1950s and ‘60s when the brand was launched. 

The tie-in was orchestrated by licensing agency Destra. 

THE WHY? Cross-industry tie-ins continue to be a marketing win for both brands involved, accessing a new and wider target audience, bolstering sales and brand visibility.