Beauty: Hally Hair and Sour Patch Kids Team Up for Glow-in-the-Dark Accessory Collaboration Targeting Gen Z
- InsightTrendsWorld
- Jun 7
- 12 min read
Why it is the topic trending:
Unique Collaboration Between Beauty and Candy Brands: The partnership between a hair accessory and dye company (Hally Hair) and a popular candy brand (Sour Patch Kids) is an unusual and attention-grabbing collaboration.
Targeting Gen Z Consumers: The product is specifically designed to appeal to Gen Z, a significant demographic known for their interest in trends, social media, and unique accessories.
Novelty and Fun Factor: The glow-in-the-dark aspect and the inclusion of candy bring an element of novelty and fun to the beauty accessory category, aligning with the playful image of both brands.
Leveraging Viral Product Popularity: The collaboration features Hally Hair's viral Gem Pen, which has gained significant traction on TikTok and Amazon.
Overview:
Hally Hair and Sour Patch Kids Collaboration: Hally Hair has partnered with Sour Patch Kids for a limited-edition product launch.
Glow Up Gem Pen Set: They are releasing a Glow Up Gem Pen Set priced at $35.
Includes Viral Gem Pen and Glow Up Candy: The set features Hally Hair’s popular Gem Pen tool and Sour Patch Kids’ new Glow Up Watermelon candy.
Glow-in-the-Dark Theme: The set also includes a glow-in-the-dark travel bag and Sour Patch neon hair gems that glow under black light.
Targeting Gen Z Concert and Partygoers: The collaboration aims to appeal to young, fun-loving individuals who enjoy concerts and parties.
Detailed findings:
Hally Hair and Sour Patch Kids Partnership: Hally Hair, an accessories and hair dye company, has teamed up with Sour Patch Kids, a candy brand.
Limited-Edition Glow Up Gem Pen Set: The collaboration resulted in the launch of a limited-edition Glow Up Gem Pen Set.
Set Includes Gem Pen and Glow Up Candy: The set features Hally Hair's viral Gem Pen tool and Sour Patch Kids' latest Glow Up Watermelon candy.
Price Point: The Glow Up Gem Pen Set is priced at $35.
Glow-in-the-Dark Accessories: The set also includes a glow-in-the-dark travel bag and Sour Patch neon hair gems that shine under black light.
First Food Collab for Hally Hair: This partnership is the first food collaboration for Hally Hair, which previously collaborated with Disney, Universal, and Mattel.
Timing with Festival Season: The product launch coincides with the height of festival season.
Alignment of Brand DNA: Hally Hair waited for a food collab that matched their brand's humor, fun, and playfulness, finding that in Sour Patch Kids, which is also a favorite among their Gen Z target demographic.
Year-Long Collaboration: Hally Hair and Sour Patch Kids (owned by Mondelez) collaborated for a year to bring the product set to life.
Inspired by Gem Pen and Glow Up Candy: The set was inspired by the popularity of the Hally Hair Gem Pen and Sour Patch Kids’ Glow Up candy, which was released in March 2025.
Glow Up Candy's Unique Feature: The Glow Up candy is coated in flavorless confetti made from turmeric extract that glows under black light.
Hally Hair Gem Pen's Popularity: The Hally Hair Gem Pen is a reusable tool for applying gems to hair and body and is a Gold Star Seller on TikTok with over 30 million views and the top hair gem brand on Amazon.
Targeting Concert and Party Goers: The collaboration targets young, fun-loving concert and partygoers who enjoy getting ready with friends and styling their hair before a night out.
Availability: The Glow Up Gem Pen Set will be available on the Hally Hair website, Amazon, and TikTok for the remainder of 2025.
Hally Hair's Retail Presence: Hally Hair initially debuted in more than 100 Ulta stores before launching in all store locations nationwide.
Key success factors of product (trend):
Novel and Unique Combination: The unexpected pairing of beauty accessories and candy creates a sense of novelty and intrigue.
Targeting Gen Z's Interests: The glow-in-the-dark theme and inclusion of candy directly appeal to the fun-loving and trend-focused nature of Gen Z.
Leveraging a Viral Product: Featuring Hally Hair's popular Gem Pen increases the set's inherent appeal and market reach.
Alignment with Seasonal Event (Festival Season): The timing of the launch with festival season caters to a specific need and interest of the target demographic.
Strong Brand Recognition of Both Partners: Both Hally Hair and Sour Patch Kids have established brand recognition and positive associations with their respective audiences.
Key Takeaway: Hally Hair has partnered with Sour Patch Kids to launch a limited-edition Glow Up Gem Pen Set specifically targeting Gen Z. The set combines Hally Hair's popular Gem Pen with glow-in-the-dark Sour Patch Kids candy and accessories, capitalizing on the trends of unique collaborations, novelty beauty products, and the fun-loving spirit of the Gen Z demographic, particularly around the festival season.
Main trend: The main trend is unexpected collaborations between brands from seemingly unrelated industries to create novel and buzzworthy products that appeal to specific consumer demographics, particularly Gen Z.
Description of the trend (please name it): The trend is "Cross-Industry Creative Mashups." This describes the increasing occurrence of brands from distinct and often unrelated sectors, such as beauty and food, partnering to develop unique and attention-grabbing product collaborations designed to generate excitement and attract specific consumer groups through novelty and shared target audiences.
What is consumer motivation:
Desire for Novelty and Uniqueness: Consumers, especially Gen Z, are often drawn to products that are new, different, and stand out from the ordinary.
Brand Affinity and Loyalty: Fans of both Hally Hair and Sour Patch Kids may be motivated to purchase the collaboration due to their positive associations with the individual brands.
Fun and Playfulness: The glow-in-the-dark aspect and inclusion of candy tap into the desire for fun and playful products.
Social Media Sharing Potential: Unique collaborations are often highly shareable on social media, driving engagement and a sense of being "in the know."
Value and Bundled Offering: The set offers multiple items, potentially perceived as good value for the price.
What is driving trend:
Reaching New Audiences: Collaborations allow brands to tap into the existing customer base of their partner, potentially reaching new demographics.
Generating Buzz and Media Attention: Unexpected partnerships are often newsworthy and can create significant buzz and media coverage.
Creating a Sense of Innovation: Collaborating with a brand from a different industry can project an image of creativity and innovation.
Capitalizing on Complementary Target Audiences: Both Hally Hair and Sour Patch Kids have a strong appeal to the Gen Z demographic.
What is motivation beyond the trend:
Limited-Time Exclusivity: The limited-edition nature of the collaboration creates a sense of urgency and encourages immediate purchase.
Cross-Promotional Opportunities: The partnership allows both brands to promote each other's products and reach a wider audience.
Brand Refresh and Relevancy: Collaborations can help refresh a brand's image and maintain relevance with current trends and consumer preferences.
Description of consumers article is referring to:
The article specifically refers to Gen Z ravers and concert enthusiasts, who are the target audience for this collaboration. More broadly, it refers to fans of Hally Hair and Sour Patch Kids.
Summary of Consumer Description: Gen Z individuals who are interested in attending raves and concerts, enjoy playful and unique accessories, and have an affinity for both beauty products (specifically hair gems) and candy, particularly Sour Patch Kids.
Who are them: Young adults belonging to Generation Z who are likely interested in music festivals, concerts, parties, and expressive forms of self-styling. They are also consumers of beauty products, particularly those that are trendy and fun, and enjoy Sour Patch Kids candy.
What kind of products they like: They like hair accessories (specifically hair gems), colorful and eye-catching items, products with a novelty factor (like glow-in-the-dark), and sweet treats like Sour Patch Kids.
What is their age?: Falling within the Gen Z age range, approximately 13 to 28 years old in 2025. The term "ravers" and "concert enthusiasts" suggests an older segment within Gen Z, likely late teens to early twenties.
What is their gender?: The article doesn't specify gender, and both beauty accessories and candy appeal to a wide range of individuals within Gen Z.
What is their income?: Gen Z has a wide range of income levels. This product set at $35 suggests it is priced to be accessible to this demographic.
What is their lifestyle: They are likely active on social media, influenced by trends and online content, enjoy social events and expressing their individuality through fashion and beauty.
What are their category article is referring shopping preferences: They are likely to shop online, as the product will be available on Hally Hair's website, Amazon, and TikTok. They are drawn to unique and limited-edition items.
Are they low, occasional or frequent category shoppers: They could be frequent purchasers of beauty accessories and occasional buyers of candy, or vice versa. The "viral" nature of the Gem Pen suggests many are already engaged with Hally Hair.
What are their general shopping preferences-how they shop products, shopping motivations): They are motivated by trends, novelty, brand reputation, and social media buzz. They often seek value and unique items that allow them to express their personal style.
Conclusions: The collaboration between Hally Hair and Sour Patch Kids is a clever marketing strategy to capture the attention of Gen Z consumers by combining popular products from seemingly different industries into a fun and novel set. By focusing on a specific niche within Gen Z (ravers and concert enthusiasts) and leveraging the viral appeal of Hally Hair's Gem Pen, this partnership has the potential to generate significant buzz and sales.
Implications for brands:
Consider Unexpected Brand Collaborations: Partnering with brands outside of your immediate industry can create unique and attention-grabbing products.
Target Specific Demographics with Tailored Products: Focusing on the interests and preferences of a particular consumer group can lead to successful niche products.
Leverage Viral Product Popularity: Incorporating existing popular products into collaborations can amplify their reach.
Implication for society:
Increasing Trend of Cross-Industry Partnerships in Marketing: Expect to see more brands from different sectors joining forces for creative collaborations.
Focus on Experiential Products and Fun: Brands are increasingly aiming to create products that offer an experience or a sense of fun and playfulness, especially for younger consumers.
Implications for consumers:
More Novel and Unique Product Offerings: Consumers will likely see more unexpected and interesting product collaborations in the market.
Opportunities to Express Individuality: Unique products like glow-in-the-dark hair gems allow consumers to further express their personal style.
Implication for Future:
Continued Rise of Niche and Targeted Collaborations: Brands will likely continue to identify specific consumer niches and create products tailored to their interests through collaborations.
Integration of Beauty and Food/Beverage Categories: We may see more partnerships between beauty and food/beverage brands in the future.
Consumer Trend (name, detailed description): The Experiential Beauty Consumer (Gen Z Focus): This trend describes Gen Z consumers who are drawn to beauty products that offer an experience beyond just aesthetics, such as novelty features, fun themes, and alignment with specific activities or interests (like attending concerts or raves).
Consumer Sub Trend (name, detailed description): The Novelty-Driven Purchase: This sub-trend highlights consumers, particularly younger demographics, being motivated to purchase products based on their unique or unusual features, such as glow-in-the-dark elements or unexpected brand collaborations.
Big Social Trend (name, detailed description): The Power of Social Media in Driving Consumer Trends: Social media platforms like TikTok play a significant role in creating viral product sensations and influencing purchasing decisions, especially among Gen Z.
Worldwide Social Trend (name, detailed description): Global Popularity of Music Festivals and Concerts Among Youth: Attending music festivals and concerts is a widespread cultural phenomenon among young people globally, creating a target audience for related products.
Social Drive (name, detailed description): The Desire for Self-Expression and Individuality: Gen Z consumers often use fashion, beauty, and accessories as a means of expressing their unique identities and standing out.
Learnings for brands to use in 2025:
Understand the Interests of Your Target Demographic: Deeply understand what resonates with your specific consumer group, including their hobbies, interests, and online behavior.
Be Open to Non-Traditional Partnerships: Consider collaborations with brands that might not seem like obvious choices but share a target audience or brand values.
Incorporate Elements of Fun and Novelty: Create products that offer a sense of excitement and playfulness.
Strategy Recommendations for brands to follow in 2025:
Identify Potential Collaboration Partners: Research brands that align with your target audience and have complementary product offerings or brand images.
Brainstorm Creative and Unique Product Combinations: Think outside the box to develop collaborations that will generate buzz.
Leverage Social Media for Promotion and Engagement: Utilize platforms like TikTok to announce and promote collaborations, engaging with the target demographic.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it. In 2025, the trend of "Cross-Industry Creative Mashups," as seen with Hally Hair's collaboration with Sour Patch Kids, highlights the effectiveness of unexpected brand partnerships in capturing the attention of specific demographics like Gen Z through novelty and shared interests, urging brands to be open to non-traditional collaborations and incorporate elements of fun and uniqueness into their offerings.
Final Note:
Core Trend: Cross-Industry Creative Mashups: Unexpected collaborations between brands from different sectors to create novel products.
Core Strategy: Seek Non-Traditional Partnerships and Incorporate Novelty: Brands should explore collaborations outside their industry and focus on creating unique and fun products.
Core Industry Trend: Targeted Product Development for Specific Demographics: Brands are increasingly focusing on creating products tailored to the specific interests of niche consumer groups.
Core Consumer Motivation: Desire for Novelty, Uniqueness, and Brand Affinity: Consumers are drawn to new and different products and enjoy brands that align with their interests and values.
Final Conclusion: The partnership between Hally Hair and Sour Patch Kids perfectly illustrates the growing trend of brands thinking outside the box to create memorable and buzzworthy products that resonate with specific consumer segments. By tapping into Gen Z's love for fun, novelty, and social media-driven trends, this collaboration demonstrates the power of creative and unexpected alliances in capturing consumer attention and driving engagement in today's dynamic market.
Core Trend Detailed: description. The core trend, Cross-Industry Creative Mashups, describes a strategic approach where brands from distinctly different industries collaborate to produce novel and often unexpected product offerings. This goes beyond traditional co-branding and involves a more fundamental integration of the two brands' identities and target audiences, often resulting in a product that neither brand could have created on its own. The primary driver is to generate buzz, capture attention, and reach new consumer segments by leveraging the unique strengths and appeal of both partners. These mashups often tap into current cultural trends or target specific demographics with products that resonate with their particular interests and values, creating a sense of novelty and excitement that can lead to increased brand visibility and sales.
Key Characteristics of the Core trend:
Partnerships Between Unrelated Industries: The collaboration involves brands from sectors that don't typically overlap (e.g., beauty and food).
Focus on Novelty and Surprise: The resulting product is often unexpected and designed to create a sense of fun or intrigue.
Shared Target Audience (Often Gen Z): Many of these collaborations aim to appeal to a specific demographic, particularly Gen Z, known for their interest in trends and unique products.
Leveraging Brand Strengths: Each brand brings its unique identity and product expertise to the collaboration.
Limited-Time Availability: These mashups are frequently offered as limited-edition releases to create a sense of urgency and exclusivity.
Market and Cultural Signals Supporting the Trend:
Hally Hair x Sour Patch Kids Collaboration: This article provides a prime example of this trend in action.
Numerous Other Cross-Industry Collaborations: The past few years have seen a rise in unexpected brand partnerships across various sectors (e.g., fashion and food, technology and beauty).
Gen Z's Interest in Unique and Shareable Products: This demographic is known for valuing individuality and sharing novel experiences and products on social media.
Social Media as a Catalyst for Buzz: Platforms like TikTok amplify the reach and excitement surrounding these unconventional collaborations.
How the Trend Is Changing Consumer Behavior:
Increased Openness to Unexpected Product Combinations: Consumers are becoming more receptive to brands venturing outside their traditional product lines.
Greater Emphasis on Novelty and Fun in Purchasing Decisions: Consumers, especially younger demographics, are often motivated by the "cool factor" and the desire for unique products.
Potential for Cross-Brand Loyalty: Consumers who enjoy the collaboration may become more interested in exploring other products from both participating brands.
Implications Across the Ecosystem:
For Brands and CPGs:
Opportunity to reach new customer segments and generate excitement through creative partnerships.
Potential to refresh brand image and stay relevant with younger demographics.
For Retailers:
Offering these unique collaborative products can attract customers seeking novelty and exclusive items.
Creates opportunities for themed merchandising and promotions.
For Consumers:
Access to more unique and interesting product offerings.
Potential for a more playful and engaging consumer experience.
Strategic Forecast:
The trend of Cross-Industry Creative Mashups is expected to continue and even accelerate as brands seek innovative ways to capture consumer attention.
We may see even more unexpected and imaginative collaborations in the future, pushing the boundaries of traditional product categories.
The focus on targeting specific demographics, particularly Gen Z, through these collaborations will likely remain a key strategy.
Areas of innovation (based on discovered trend):
AI-Driven Identification of Potential Collaboration Partners: Using AI to analyze brand data and identify synergistic partnerships across industries.
Interactive Consumer Engagement in Collaboration Development: Involving consumers in the brainstorming and voting process for future brand mashups.
"Metaverse" Collaborations: Exploring opportunities for cross-brand experiences and virtual products within metaverse platforms.
Final Thought (summary): The collaboration between Hally Hair and Sour Patch Kids perfectly exemplifies the growing power of Cross-Industry Creative Mashups in today's marketing landscape. By embracing the unexpected and focusing on the desires of a specific demographic like Gen Z, brands can create memorable, buzzworthy products that cut through the noise and foster deeper engagement with consumers who value novelty, fun, and brands that dare to think differently. This trend signals a continued shift towards more imaginative and collaborative approaches to product development and marketing in the years to come.
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