HYPHEN is taking a plunge with consumer-driven marketing with its latest launch. According to the company, on 1 April 2024, HYPHEN’s social media team teased the idea of a mango-flavoured lip balm, only to be flooded with demands to actually make it. Consumers weren’t just asking for the flavour—they wanted higher sun protection too. In response, the brand has now launched a SPF-rich, mango-infused lip balm, developed in collaboration with Parle’s Mango Bite candy.

Nostalgia meets skincare

The collaboration with Mango Bite, a childhood staple for many in India, adds an element of nostalgia to the launch. “The candy has been an integral part of so many of our childhoods, including mine,” Kriti Sanon, Co-founder and Chief Customer Officer, HYPHEN, said.

“At HYPHEN, we have always been dedicated to enhancing our customers’ skincare experience, and the launch of the Mango Lip Balm as demanded by our customers is a reflection of this dedication. With this new addition, our lip balm portfolio now features seven deeply nourishing lip care solutions crafted to deliver effective hydration and protection,” Vaishali Gupta, Co-founder & Chief Growth Officer, noted.

The lip balm’s origins highlight the power of consumer-driven product development. What began as a marketing prank quickly turned into an actual product, reflecting how brands are increasingly shaped by audience feedback.

While HYPHEN’s latest launch rides on nostalgia, it also raises questions about how much influence social media trends should have on product decisions. What happens when a joke becomes a legitimate business move? This latest drop may just be another case study in how brands are adapting to consumer-driven marketing.