St. Ives is setting out to give young women a jolt of joy with its #NatureReset campaign.
After research conducted by the company showed that 94% of young women feel calmer after spending time in nature—but 76% wishing they had more time to do so—the brand decided to raise awareness of the power of nature as a stress reliever.
Among the campaign’s efforts: the #NatureReset bus, an experiential and immersive mobile experience bringing nature scapes inspired by the brand’s recently launched face mists. The bus will make stops in New York City, Chicago, Columbus, Ohio, and Philadelphia.
The brand has also teamed up with National Geographic for a sweepstakes; the winner will receive an expedition for two to Yellowstone National Park. To enter, contestants must upload a photo on Instagram of themselves spending time in nature, with a brief caption, the #NatureReset and #StIvesNatGeoContest hashtags and the @StIvesSkin and @natgeoadventure handles. The contest runs through August 31, 2019.
“Since inception, St. Ives has been a brand whose heritage is rooted in nature,” said Sarah Irby, director of U.S. face care & incubation. “Now, with #NatureReset, we are able to bring our brand purpose and commitment to nature to the next level and drive a greater appreciation for nature as well as create impactful, positive change to people’s daily wellness routines.”