A Wren Says

Scrolling all the new releases at Sephora, I saw a very odd sight. Touchland, the hand sanitizer spray that your favorite beauty influencer probably keeps in her “favorites” –just partnered with Crocs. What?

Now, you can take that already aesthetically designed spray hand sanitizer and adorn it with all of your little Jibbitz. The idea to me seemed silly initially, but now that I’m thinking about, I’m picking up what they’re putting down.

Seemingly, this is an odd collab where the two brands have nothing to do with one another. I would imagine that this relationship favors Touchland more than Crocs. It brings along people who are in love with their slip on clogs and want more ways to engage with and deepen their loyalty for the Crocs brand. It also makes Touchland more youthful and fun. Perhaps a middle schooler, who is not actually that into hygiene, will purchase the product and a hand sanitizer because it offers a new opportunity to customize accessories and share individuality. However, the case is $20. The hand sanitizer is $10. Maybe this will have to be a back to school gift.

I can’t figure out what Crocs get out of this deal, beyond payment for licensing of their brand or whatever the terms of the contract would be. If you were on the Crocs team, why would you choose to enter into this deal?