NEW YORK CITY — As brands continue to bring mobile experiences directly to consumers, I wanted to share a recent activation from Hempz that illustrates how this format can connect product discovery, a moment of respite and retail. On September 15, Hempz parked a pop-up truck outside Ulta Beauty’s Herald Square store, turning a busy New York shopping stop into a moment of calm to spotlight its new Serene Waters with Magnesium Body Lotion.
The experience paired free mini lotions with magnesium iced teas from Wildtype, lavender cold foam matchas, scratch-off prizes and Calm Kits for the first 50 guests in line. Gifts with purchase connected the outdoor activation to the Ulta store, where creator Tonya Michelle also hosted a meet-and-greet.
It’s a visual example of how a beauty brand can bring a wellness concept to life on the street while giving visitors a reason to step inside a retail partner’s store.
"Herald Square is one of the busiest, most hectic spots in New York, so it felt like the perfect place to give people a real moment of calm. Serene Waters is a lightweight, high-performance body lotion made to help you unwind and calm the chaos in your life. Magnesium and arnica help soothe and relax tired muscles, lavender essential oil helps calm the mind and body, and you get 48 hours of hydration," said Camilla Seawright, Hempz Senior Marketing Director. "Hempz is a well-loved brand, and we want to show up in person for our community and get the product into new hands, because once you try it, you feel the difference and fall in love," she added.
