Clinique has teamed up with Crayola on a playful, nostalgia-driven campaign to relaunch and expand its cult-favourite Chubby Sticks makeup range in UKIE. Rather than focusing solely on product specs, the collaboration positions the Chubby Stick franchise (originally launched in 1997) as a creative tool for self-expression by leaning into colour and fun, with new “mistake-proof” shades designed for lips, cheeks, contour and highlight that tap into Crayola’s expertise in colour and childhood play.

Clinique says the partnership aims to make makeup feel more approachable and culturally relevant, especially as expressive colour and creative beauty consumption grow among younger audiences. The campaign will include immersive, nationwide experiential activations in stores to encourage hands-on engagement and spark a broader cultural conversation around the updated line.