To get St. Ives off the shelf of big box pharmacies and into the hands of Gen Z, we created an immersive pop-up experience, right off the iconic main drag of Broadway in SoHo. Participants had the opportunity to tour the space, educate themselves about ingredients, and create custom face scrub and lotion combinations. 

Created for highly-shareable moments within the build-out that generated opportunities for visitors to share their experience with brand fans across the USA, and, by encouraging the public to create their own personalized products, we were able to generate useful data for the brand’s R&D.

A media preview day was hosted for more than 70 top-tier press and tastemakers prior to the store’s public opening and throughout its 15-week run, 12 influencers were engaged across nine separate activations at the Mixing Bar.

St. Ives Mixing Bar won the WWD Innovation Award and the bespoke products we created for the store were picked up by Target in an exclusive product deal for Unilever.