Glow Lab has turned a popular Bondi café into an immersive beauty experience, launching its new Triple Moisturising Creamy Body Wash range through a three-day activation created with creative agency Poem.
Dubbed ‘Café Creamy’, the campaign transformed Blackwood Bondi into a Parisian-inspired café designed to tap into the growing gourmand beauty trend, blending fragrance, food and social media culture to introduce the new collection to Australian consumers.
The activation invited visitors to sample the body wash range while enjoying complimentary hot chocolates topped with whipped cream, inspired by the collection’s three fragrances: Coconut & Vanilla Bean, Salted Caramel & Pistachio, and Cashmere & White Blossom.
The launch leans into the booming popularity of dessert-inspired beauty products, with Glow Lab citing a 936 per cent year-on-year increase in searches for “edible” fragrance notes as consumers increasingly seek indulgent, comforting scents in their everyday routines.
“The rise of gourmand beauty presented an opportunity to launch the range in a way that extended beyond traditional product sampling,” said Alex Height, client services lead at Poem.
“Café Creamy was designed to translate the collection’s fragrance story into a real-world experience, giving consumers a memorable introduction to the range through taste, scent and discovery. By bringing together beauty, food and culture, we created an activation that encouraged trial while giving people something genuinely worth talking about.”
Glow Lab head of marketing Carolyn Stewart said the brand wanted to extend the feeling of luxury beyond the shower.
“We know consumers are continuing to seek moments of everyday indulgence, so we wanted to build on our current leading body care range and continue to transform a simple shower into a luxurious ritual,” Stewart said.
“Working with Poem to create Café Creamy helped us to bring this experience to life beyond the bathroom, transporting the charm and decadence of a Parisian café to Sydney and giving Australians a chance to experience Glow Lab Creamy with all of their senses.”
The campaign was fronted by Glow Lab ambassador and Australian model and television presenter Bec Judd, who hosted an exclusive media and influencer preview ahead of the public opening. The experiential campaign was supported by creator partnerships and paid social activity designed to drive both foot traffic and national awareness.
Across the three-day activation, Glow Lab distributed more than 1,000 complimentary hot chocolates and product samples, with 400 claimed within the first two hours of opening on Friday.
The campaign marks Glow Lab’s latest investment in experiential marketing, using a culturally driven activation to bring its skincare-inspired body care range to life. The new Creamy Body Wash collection is now available through Coles and Chemist Warehouse.
