#해외뉴스 #브랜드/마케팅


러쉬 싱가폴의 스테이케이션 마케팅

2020. 10. 13

 by. Lisa Richwine  @ REUTERS

러쉬 싱가폴은 싱가폴의 고급 호텔 Fairmont Singapore와 파트너십을 맺고 "The Long Lush 2020 Washaway"라는 체험형 스테이케이션을 개최했습니다. 크리스마스 컬렉션 출시와 함께 러쉬는 온, 오프라인 행사를 모두 개최했는데요. 그 해를 한꺼번에 씻어 내고 다가올 한 해를위한 의도를 설정하는 명상 세션을 온라인으로 제공했습니다. 참가자들이 Fairmont 호텔에 있는 자신의 방에서 디지털 방식으로 튜닝하는 세션을 주최하고 명상의 내러티브를 들으며 휴식을 취하도록 하는 형태입니다. 또한 다이닝 파트너사를 통해 채식 저녁식사를 제공하는 등 다양한 온,오프라인 이벤트를 통해 러쉬의 브랜드 경험을 제공하는 기회를 만들었다고 합니다.

Lush makes a splash with Christmas range via experiential staycation



After its "mumcation" collaboration, cosmetic retailer Lush has once again partnered with Fairmont Singapore to host an experiential staycation named "The Long Lush 2020 Washaway". Using the staycation to launch its Christmas range this year, Lush hosted 50 media and key opinion leaders for the in-room self-pampering and bath-centric antics, which was said to be designed to metaphorically wash them clean of 2020.


Done in collaboration with W Communications, the experiential staycation came as Lush pivoted from its traditional Christmas collection launch with the media. Nafees Khundker, director of Lush Singapore, said with the challenges of 2020, the company knew it had to take a different approach to launch its Christmas range. "It felt natural for us to go back to where it began for us - the bath," he said, adding it looked to get everyone to reflect on the year, give it the recognition it deserves and then consciously wash it away with good intentions for a better, brighter 2021. 


The event had both online and offline experiences. Lush's Christmas collection were placed around the participants' room for them to explore, discover and experience. To further engage the participants, Lush also hosted an interactive masterclass via Zoom for an informative content and hands-on session.


The main event included a synchronised bathing session to collectively wash away the year that was and set intentions for the year ahead. Lush hosted the session where participants tuned in digitally from their rooms in Fairmont, and listened to a meditative narrative which guided them to reflect, relax and enjoy their moment of peace. The 20-minute reflective session was also streamed on Instagram Live on Lush's Instagram platform for its other consumers to experience simultaneously. The experience also included a yoga session for participants the following morning.Following this event, Lush's spokesperson told MARKETING-INTERACTIVE that its overall follower growth on Instagram increased by 251 followers while its impressions grew by 119,902 (81.8%). Meanwhile, its profile visits on Instagram also jumped 9,060 (624.8%).


Meanwhile as part of the partnership, Fairmont's dining partners JAAN by Kirk Westaway and Anti:Dote also provided a three-course vegetarian dinner for participants along with a handcrafted Christmas cocktail. In a previous interview with MARKETING-INTERACTIVE, Fairmont's director of marketing and communications, Vivian Tung, said it is focusing on offering different experiential offerings that will provide “a tailored and thoughtful Fairmont Singapore stay experience” for its guests. Tung added that the hotel’s focus is on the journey and experience of consumers, and the team often places themselves in the shoes of a guest to think about what would appeal and delight. She also revealed that there are “exciting ideas in store” revolving the idea of daycations, which the hotel sees as an evolving trend.  


In a separate collaboration earlier, Lush and Fairmont teamed up with UNIQLO to provide a staycation targeted at mums in Singapore. Calling it a "mumcation", the package allows guests to have a massage, afternoon tea, and some "me" time to themselves. As part of the partnership, UNIQLO is providing hotel guests with a two-piece loungewear set from its loungewear collection - the women ultra stretch AIRism short sleeve set. Meanwhile, Lush is offering guests with a curated bath kit which consists of a bath bomb, bubble bar and a face mask. The promotion is running until the end of the year.


오늘의 콘텐츠와 어울리는 사람들을 만나보세요.

Uncanny를 추구하는 여행 예술가


최준식


이야기에 끌리는 쾌락주의자


채자영

#필로스토리


하고 싶은것 많고, 매일매일 나다운 삶을 갈망하는 으른이 


이지은

#낼나


겉과 속이 똑같이 익어가는 신뢰의


이혜원

#스파크플러스




Uncanny를 추구하는 여행 예술가



최준식


이야기에 끌리는 쾌락주의자



채자영 #필로스토리


하고 싶은것 많고, 매일매일 나다운 삶을 갈망하는 으른이 


이지은 #낼나


겉과 속이 똑같이 익어가는 신뢰의



이혜원 #스파크플러스