ZUS COFFEE and SimplySiti spill the tea on beauty

ZUS Coffee is expanding its lifestyle marketing strategy through a new collaboration with SimplySiti, the beauty brand founded by its brand ambassador, Siti Nurhaliza.

Dubbed "Freshen your mood, freshen your look", the partnership introduces a limited-edition lipstick collection inspired by ZUS Coffee's recently launched tea range, bringing together the worlds of beauty and beverages. The collection features two exclusive shades, 'Milk tea brown' and 'Latte brown', developed under SimplySiti's "Fresh colour lipstick" line.

Available exclusively at ZUS Coffee outlets across West Malaysia, the lipstick shades can be redeemed through the brand's purchase-with-purchase and gift-with-purchase promotions.

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The collaboration also taps into the growing collectables trend, with each lipstick packaged with one of three mystery charms. Two charms are part of the standard collection, while a limited-edition ZUS Coffee cup charm is available in limited quantities.

The exclusive shades also expand SimplySiti's existing "Fresh colour lipstick" range. 'Milk tea brown' joins the brand's moisturising collection, formulated with jojoba oil and vitamin E for a dewy finish, while 'Latte brown' is the latest addition to its matte range, featuring camellia oil and vitamin E for a velvety, non-drying finish.

The collaboration also builds on ZUS Coffee's push to broaden its appeal beyond coffee drinkers. Earlier this month, the homegrown coffee chain expanded its beverage portfolio with the permanent launch of its "Fresh brew tea" range, introducing drinks such as Da Hong Pao milk tea, White peach oolong milk tea, Jasmine milk tea, as well as lemon tea variants.

“With our new 'Fresh brew tea' series, we are redefining the daily necessity for Malaysians to beat the afternoon slump with a refreshing pick-me-up. This collaboration with Siti Nurhaliza and SimplySiti gives more dimension to a cup of milk tea, as it extends through a fresh swipe of Milk Tea-inspired lip colour," said Jennifer Sim Hui Wei, head of marketing of ZUS COFFEE, Malaysia and Singapore.

In tandem, the songstress said, "Beauty and a good cup of tea have always gone hand-in-hand for me – having my favourite colour on my lips can lift my mood just as much as my favourite drink can. With 'Milk tea brown' and 'Latte brown', we have bottled the same feel-good feeling into two shades that every woman can wear to truly live out an enjoyable moment.”

The collaboration comes shortly after ZUS COFFEE appointed Nurhaliza as its newest brand ambassador, marking the first campaign to bring together the coffee chain and SimplySiti. The partnership was unveiled earlier this month under the tagline "Pagi kopi, petang tea, ini hari Siti!" ("Morning coffee, afternoon tea, today Siti!"), with ZUS COFFEE welcoming the singer to the "ZUS family" and describing her as someone who has inspired generations of Malaysians.

Ahead of the announcement, the brand had teased the collaboration with a social media campaign featuring Nurhaliza's recognisable silhouette and the line, "Our brand ambassador is ready to meet you. She serves vocals and maybe tea too."

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