Photo by Panera
Somewhere between genius and unhinged lies the idea of slathering your lips in the scent of mac & cheese. That somewhere, apparently, is Panera.
Just in time for National Mac & Cheese Day, which is apparently a thing (it’s July 14, in case you were wondering), Panera teamed up with beauty brand Holler and Glow to drop a limited-edition lip balm duo that turns America’s favorite comfort carb into a full-blown beauty moment.
It’s called S’Mac and Cheese, and it’s ridiculous in the most delightful way. There are two balms in the set: one called S’Mac My Day, which smells like creamy mac & cheese, and another, Get That Bread, which smells like warm, crusty bread. Both come in a glossy, vitamin E–infused formula with a tiny spoon-shaped applicator, which is as adorable as it is impractical.
Now, I know what you’re thinking: Why would anyone want to smell like a bread bowl?
Fair question.
But if you, like me, have ever walked into a Panera and felt immediately soothed by the scent of butter, cheese, and bread hanging in the air like a warm hug, you’ll understand the appeal.
“Could we have gone with the strawberry on our beloved summer seasonal salad? Of course,” admits Panera Chief Marketing Officer Mark Shambura. “Ultimately, we decided to offer an unexpected, yet iconic, pairing that is a perfect way for the Panera obsessed to bring a taste of an all-time favorite menu item into their everyday routine.”
S’Mac and Cheese isn’t so much about “wearability” as it is about audacity and nostalgia. And Panera is no stranger to stunts like this. Earlier this year, to celebrate the launch of the new Croissant Toast Sandwiches, the chain released the Croissant Clutch, a limited edition croissant-shaped bag, designed to fit your very own Croissant Toast Sandwich AND keep it fresh with built in insulation. S’Mac and Cheese feels like the next natural step: campy, charming, and very on-brand.
What does Panera’s S’Mac and Cheese lip balm taste like?
Well, it definitely tastes like mac and cheese, that’s for sure. It’s salty, creamy, and unmistakably cheddar-y. The consistency of the balm moisturizing and glossy but not sticky. That said, the flavor does kind of make you feel like you just ate Panera mac & cheese with the enthusiasm of a three-year-old and are now licking your lips because there’s no napkin in sight. I personally got a kick out of it, but if you have a stick up your… bread bowl… you might not enjoy it as much.
In all seriousness, the bread one is a bit more wearable. The scent is strong, but stronger than the actual taste. It’s much more subtle overall and lightly sweet, kind of like how bread dough smells before you put it in the oven.
So no, this isn’t going to replace your Dior Lip Glow. But as a little pop of joy in your purse? Absolutely. If nothing else, you’ll have the best-smelling lips at the table.
The set is available online for $8 on the Panera Shop and Amazon while supplies last.
Oh, and if you happen to be in NYC, Green Bay, or Austin on National Mac & Cheese Day, you might even score a free set at your local café.
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