Tea Tree Century City Experiential Consumer Activation
The Challenge
In 2024, Tea Tree embarked on a full-scale brand restage, refreshing its packaging, creative identity, and sustainability messaging while celebrating its recognition as the #1 Scalp Care Brand (Kline, 2023). The goal: reintroduce Tea Tree to loyal fans, attract new consumers, and highlight the brand’s evolution toward a cleaner, more eco-conscious future.
The Strategy
To bring the restage to life, the campaign centered on an immersive consumer experience designed to engage shoppers directly in their daily environment. The strategy focused on creating a multi-sensory brand moment that connected Tea Tree’s signature ingredients, sustainability efforts, and family-friendly positioning with an authentic, memorable experience.
The result: a high-traffic pop-up activation at Westfield Century City Mall in Los Angeles, inviting guests to discover, play, and connect with the brand through touch, scent, taste, and storytelling.
The Execution
The Tea Tree Oasis pop-up transformed the shopping center into a serene, nature-inspired experience that appealed to all ages. Guests enjoyed:
Build-your-own spa bouquets, inspired by Tea Tree’s botanical ingredients
Tea tastings infused with hero ingredients from the product lineup
Custom bottle engraving on Tea Tree’s first-ever refillable aluminum packaging
On-site sampling and gifting to drive product trial and conversion
A social media call-to-action encouraging posts with branded hashtags to amplify organic reach
To extend visibility beyond the mall footprint, Tea Tree hosted an exclusive influencer brunch and brand immersion, giving top beauty and lifestyle creators a first-hand experience with the restage and fueling cross-platform conversation.
The Results
The activation engaged over 6,000 consumers in a single day, generating a significant boost in brand awareness, social reach, and DTC traffic. The event positioned Tea Tree as a leader in sustainable beauty experiences, balancing product innovation with community engagement and cultural relevance.
Note: Metrics are Day of Brand Social Engagement
200+
New followers on Instagram
26K
Social Impressions
4,751
Average Reach
22M+
Influencer Social Impressions
Why It Matters
This activation showcased how in-person experiences can powerfully bridge storytelling and sales, transforming casual mall shoppers into brand advocates. By creating a moment that was both sensory and shareable, Tea Tree reinforced its category leadership while cultivating genuine consumer connection in real time.
