St. Ives is scrubbing up with a new digital campaign, #NatureReset, that spotlights its natural ingredients. A previous run-in with the law regarding one of its most iconic products may have sullied St. Ives’ rep before, but the brand looks like it might now be ready for its close-up.

#NatureReset, which launched earlier this month, targets “stressed-out and ingredient-conscious customers, with a focus on young millennials and Gen Z.” It includes a mix of physical and digital components, like a double-decker national bus tour and weekly videos explaining the scientifically positive effects of nature, plus a sweepstakes with one of the most popular handles around—@natgeo—on one of the most picturesque platforms of all: Instagram. But appearances aren’t everything. St. Ives will also be building a new website dedicated to nature and wellness. As a heritage brand, St. Ives has seen its fair share of ups and downs. In addition to its legal snafu, it slid 21 spots in Gartner L2’s digital rankings from 2016 to 2019.

 As the wellness trend continues to seep into several sectors, it’s likely that St. Ives took notes from close to home. Unilever, the brand’s parent company, recently acquired Love, Beauty and Planet, whose natural positioning has helped boost the former in the bath and shower category. Additionally, part of hitting refresh means making sure others know about it. Unilever, in particular, outpaces its competition on Instagram, driven by the performance of digitally savvy skin care brands according to Gartner L2’s Digital IQ Index: Personal Care, so it makes sense that St. Ives would want to step up its game on the gram.

Notably, the campaign does not focus on one particular product, but rather on the ingredients that make up the entire St. Ives collection. This is a smooth move for the brand, as it echoes the age-old saying: it’s what’s inside that counts.

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