Panera Bread and beauty brand Holler and Glow have released a limited-run S’Mac and Cheese Lip Balm set, available through the Panera online shop and Amazon in conjunction with National Mac & Cheese Day. The pair of balms is scented to evoke Panera’s mac and cheese and its bread bowl, continuing the restaurant chain’s strategy of merchandising menu-inspired items alongside earlier promotions such as its croissant-shaped clutch and baguette bag.
The balms use Holler and Glow’s gloss formula with vitamin E and apply with a spoon-shaped wand. The golden S’Mac My Day variant carries a macaroni-and-cheese scent, while Get That Bread is lightly tinted brown and formulated to suggest freshly baked bread. Both balms are marketed as non-sticky and are sold together as a single package.
Panera Chief Marketing Officer Mark Shambura said the company chose mac and cheese for its first cosmetics item because of the dish’s popularity and recognizability. Holler and Glow founder Thea Green described the collaboration as a playful extension of the brand’s approach to novelty beauty products. Quantities and pricing were not disclosed, and Panera has not indicated whether the set will be restocked after the initial release.