How do we choose the brands that we work with? Stories.
The industry – and consumers – are fast evolving, looking for brands with a unique selling point that goes beyond a new ingredient. Stories is the future of consumerism. Today’s consumer buys into the development and creation of a product, and that’s exactly what Crabtree & Evelyn’s new exploration collection is all about.
Fueled by cultural connection, the new Crabtree & Evelyn Bali Collection features a range of skincare and body care products that celebrate traditional Balinese ingredients and wellness practices, capturing the intoxicating scents of the island. You can find out more about the collection here.
With a new global launch, which embodies exploration, comes an opportunity to think far outside of the box on a launch strategy. So far, it landed us and guests in Bali. Over the past two weeks, ahead of the official Bali Collection launch, the Push Team brought the essence of exploration, to a selection of guest editors, freelancers, creatives and people of influence, to their screens with a one-of-a-kind ‘lockdown experience’; a sunrise and sunset yoga class live-streamed from Bali.
Push PR and Crabtree & Evelyn teamed up with Ubud Yoga House to celebrate the brand’s deep connections with Bali, allowing guests to fully immerse themselves in the warmth and balance of Balinese life. A boutique yoga studio off the beaten path, Ubud Yoga House offers small classes in open air studios overlooking the rice terraces and surrounding jungle. With such a beautiful setting, we transported our guests across the world to experience a Ubud Yoga House session during the sunrise and sunset of the Balinese sun.
Ahead of the event, guests were gifted with the range of skincare products including the Coconut + Sandalwood Body Balm, the Volcanic Ash Face Mask, the Lemongrass Skin Toner, the Jasmine + Ylang Ylang Self Massage Oil and the Rice Exfoliating Cleanser, as well as a selection of the Bali homeware accessories, such as the incense to set the tone for the yoga class, accompanied by a branded cork yoga mat.
During the event, Crabtree & Evelyn Chief Brand Officer, Ashley Souza, gave a brief introduction to the brand and the hero skincare products of the new Bali Collection before guests were transported away to the rice paddies of the Ubud Yoga House …
Following the event, a key note from both editors and creatives alike, was that they were all in need of a ‘travel experience’:
. “Thank you for hosting me this morning, the class was so wonderful and making me miss Bali more than ever!” – Hayley Rubery, From me I’m Famous
. “Adored the launch and love the collection even more! Thank you so much for the experience” – Rosie Underwood, health & beauty journalist
. “A huge thank you for having me at the event this morning! I loved it, such a lovely peaceful way to start off the day. I’m going to keep recording so I can try and do it more often. Thank you also for the creative mailer – it was lovely, I really appreciate the effort you put into sending it out!” – Kellie Baldwin, influencer
. “What a lovely launch and lovely products, and an amazing class … I feel so much better than I did when I woke up this morning, thank you” – Alexandra Friend, Senior Beauty Editor Red
. “The event was heavenly. My friend and I spent a couple of weeks in Ubud during a wider road trip around Bali nine years ago. Seeing that rice paddy felt like another world!” – Nicole Mowbray, Metro
Our aim as an agency is to host events that reflect our clients’ stories. We love storytelling and sharing a moment of connectivity and community within our network whilst introducing them to a new inspiring collection.
Push Team x