Dusk has partnered with ice cream brand Streets to introduce a product range spanning home fragrance, bath, and personal care categories.
Scheduled for release on July 1 across Australia and New Zealand, the launch marks Streets’ first entry into the personal care market.
The product lineup adapts several established ice cream flavours into scent profiles, including Banana Paddle Pop, Bubble O’Bill, Golden Gaytime, Rainbow Paddle Pop, Splice, and Weis.
The licensing agreement was brokered by brand extension agency Asembl on behalf of Streets’ parent, The Magnum Ice Cream Company.
The collaboration builds upon prior joint campaigns executed by the two businesses in 2022 and 2023.
This year’s collection forms part of Dusk’s ongoing diversification strategy to expand its retail footprint beyond traditional home scenting into the personal care sector.
The home fragrance inventory comprises multi-size candles and a new line of 200ml reed diffusers priced at $49.99.
The newly introduced cruelty-free personal care items, infused with vitamin E, vanilla extract, and salicylic acid, include body washes, lotions, hand creams, and lip glosses, with individual retail prices ranging from $12.99 to $24.99.
“This collaboration marks an exciting step forward for Streets as we extend our brand beyond ice cream and into new sensorial experiences,” said Juliette Fleming, marketing manager at The Magnum Ice Cream Company.
“Partnering with Dusk allows us to translate our most iconic flavours, known for creating joyful and nostalgic moments, into fragrance-led formats. This unlocks new occasions and deepens our connection with consumers in a meaningful and unexpected way.”
“Streets is one of Australia’s most iconic brands, and we’re excited to build on the success of our past collaborations by expanding it into the exciting bath, body and personal care category,” said Jeremy Taylor, CMO at Dusk.
“From Rainbow Paddle Pop to Bubble O’Bill, these nostalgic favourites capture the joy of summer, and we’re delighted to bring a taste of those moments to customers in a fresh and unexpected way.
“Over the past 18 months across various collections, we have been gradually expanding into this new segment and are thrilled to now be launching a Streets bath and body collection, strengthening our presence in the category,” said Taylor.
The inventory will be distributed nationally through Dusk’s network of 146 physical storefronts and the company’s digital commerce platform.
Earlier this month, The Magnum Ice Cream Company’s brand, Viennetta launched Salted Caramel flavour variation.
