The German single platform neu.de co-operates with Coty Prestige regarding its limited edition perfume ck IN2U POP. Under the motto “Flirt free” IN2U POP customers receive a coupon for a one-month free membership at neu.de. In return, neu.de raffles the unisex perfume daily on the dating platform.

Taking a closer look at this partnership it seems questionable whether both brands fit together that well. Here are a few aspects that made me wonder: 

1.) In fact, the coupons do not represent a benefit for the female users as only men have to pay to be a member of the platform. As a result only men receive an added value out of this promotion. 

2.) There is no denying that the addressing of new target groups is often one main motive for establishing marketing partnerships. The core target group of neu.de consists of lifestyle-oriented women and men, who are older than the predominant juvenile ck customers. Moreover, ck does not specifically target singles which means that many coupons deflagrate as they reach individuals that are already in relationships.  

Hence, the question occurs: What was the criterion of this partner selection? According to perfume producer Coty, the idea came up in conversations between executives of neu.de and the Coty product management. “It is just because they know each other” - that could be the reason why the co-operation lacks a clear strategic focus. 

It seems that the partners developed their co-operation concept by a quirk. Even if a co-operation opportunity comes up that seems attractive, it should never be established without a thorough fit analysis and an investigation regarding their potentials and risks. Apparently, the chemistry between the companies is good and was decisive for collaborating. What seems to be an advantage, however, can also become an issue at a later point. The friendship deal of both partners let them act in good faith that a stepwise proceeding is unnecessary. Nevertheless it is fact, that an insufficient preparation and missing contractual agreement containing both partners’ contributions and objectives in the beginning could cause discrepancies and misunderstandings later on. 

In the end, it remains to be seen, if neu.de can generate new registrations through this partnership and inversely ck can increase awareness and sales of the perfume they promote on neu.de.