Australia’s leading bubble-tea franchise, Chatime, has partnered with cosmetics powerhouse Maybelline New York to launch a playful “Bubbles and Beauty” campaign. Running nationwide from August 12 to 25, 2025, the collaboration celebrates the debut of Maybelline’s Colossal Bubble Mascara with a series of limited-edition drinks and in-store promotions.
Customers can choose from four signature creations: Bubbillicious Mango Fruity, Colossal Mango Passion Frozen, Maybe It’s Peach Fruity, and Maybelline Sugar Swirl. Each drink blends Chatime’s signature flavor experience with names inspired by Maybelline’s beauty products, highlighting the crossover between beverage indulgence and cosmetic innovation.
Rachel Druce, Marketing Manager at Chatime, described the partnership as a “bold new chapter” in the franchise’s history of brand collaborations. She said the initiative aligns Chatime’s vibrant bubble-tea culture with Maybelline’s cutting-edge approach to beauty, appealing to consumers who enjoy immersive lifestyle experiences.
To heighten customer engagement, every Maybelline-themed bubble tea comes with a scratch-and-win card. Prizes include over 3,000 full-size Colossal Bubble Mascaras redeemable at participating Chatime stores and Chemist Warehouse vouchers. The promotion is designed to deliver immediate value while encouraging trial of both brands’ offerings.
Melanie Bower, Marketing Director of Maybelline New York ANZ, said the collaboration “celebrates bold lashes and bold flavours in a joyful, shareable way,” reinforcing Maybelline’s position as Australia’s leading mascara brand. She added that the activation reflects a growing emphasis on creativity and experience in consumer engagement.
This partnership underscores an emerging franchise-marketing trend: cross-industry collaborations between food and beverage brands and lifestyle companies. By offering limited-time products with strong visual appeal and interactive elements, franchises can capture new audiences, differentiate in crowded markets, and create moments designed for social-media sharing.
