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.
