Sephora + Pantone = Cool?

Billed as a "breakthrough partnership" between two giants in the world of color trends, Sephora and Pantone have launched an exclusive color of the year campaign. Pantone's marketing of color trends is undeniably sexy, down to the name for the color of the year: Tangerine Tango.

Are average consumers familiar enough with Pantone's brand for the collaboration to matter? It may not matter, because so far the marketing strategies and visuals are compelling and cool. Passerby may wonder what the heck a "pantone" is, but in the end all they made need is the juicy colors and assurance that these colors are exclusive to buy in.

 Promotion for the collaboration includes an undeniably cool pop-up shop(featuring pantone's trademark color palettes in super scale), which was just in Chelsea in March, and can be viewed at The Grove in LA from April 18-22.