Origins Discovers London
The AskHaving secured a sponsorship opportunity for the Mushrooms: The Art, Design and Future of Fungi exhibit at London’s Somerset House, Origins tasked Early Spring with concepting a 3-day trip through the British capital for 30 key global retail partners and beauty influencers.
Each activity had to tactfully tie in a product benefit and pair back to who Origins is as a brand: Powered by Nature, Proven by Science; their Nature to Do Good; the focus on Inner Harmony & Outer Beauty, and finally, the global Origins story of endless discovery.
InsightsThe last two years have seen over 100 new skincare brands debuting in department and specialty stores. Given this sea of choice, 91% consumers admit they would switch brands to one that felt more mission-driven. What’s more, 80% say that they want to know more about how the products they use are being made. A watershed moment for Origins, they sought to crystallize their position & ethos as a brand dedicated to a more holistic & mindful approach to skincare.
The SolutionInspired by their Origins’ founding motto philosophy, their growing sustainability initiatives & of course, their bestselling products, Early Spring designed & produced a 3-day trip that fascinated guests, radiating the brand, its story & products for months to come.
The Creative PlatformEmbedded into the ground we walk on, a network of magical organisms works quietly. They form a resilient, fortified foundation from which all life, Earth’s entire life force, flourishes.
In many ways, London is a microcosm of the planet’s cultural ecosystems.
Within its biosphere a rare breed of thinker & creator, draws on the organic to create potent & pure works that nourish, inform, challenge and propel society into the future.
Origins & Early Spring invite curious guests on an adventure through fairytale gardens, towering treetops, & waterways in a quest to uncover the spores of genius - unleashing the mind unto the extraordinary power of nature - urging them to Never Stop Discovering.
SummaryDesigned as a triptych, each day focused on an essential aspect of the Origins story while highlighting the brand’s hero product line. Each of the trip’s activities had a strategic purpose that dialed back to one of the brand’s pillars - their foundations in science, their philanthropic initiatives & their focus on providing consumers with a holistic experience.
Every activity had a different set design, integrating the brand's products & ingredients in an arresting way. To highlight their founding motto, Powered by Nature, Proven by Science, we transported guests in a branded double-decker bus to Kew Gardens, the largest botanical & mycological collection in the world. Origins’ president, Julie van Ongevalle, shed light on their sustainability initiatives over a farm-to-table lunch at Petersham Nurseries. Paying tribute to the brand’s collaboration with Somerset House, guests descended upon an Origins’ green lit courtyard & dined at Spring, a restaurant tucked into the iconic landmark. We then paired the brand’s dedication to creating holistic, sensorial experiences with their driving concepts of achieving inner harmony & outer beauty to transform a trendy lunchtime spot, Wild by Tart, into a day-time spa, pampering guests with sound baths & facials. Finally, we threw a farewell party at the Conduit Club, a hub for social entrepreneurs.
Working with Estee Lauder, we ushered in a new era of social media strategy for the brand. Capturing the activities in real-time, we leveraged a host of innovative mixed-media Instagram formats, broadcasting them in near real-time. Our work paid off: Origins Taiwan sold out of brand’s hero product & e-commerce sales increased by more than 100%.