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St. Ives Is Taking Its Scrubs on the Road

The #NatureReset mobile bus tour is traveling to four cities beginning July 25.

After two summers of Manhattan pop-up shops, St. Ives is taking its latest experiential campaign on the road.

The Unilever-owned skin-care brand is kicking off this year’s campaign, “#NatureReset,” on Thursday with a mobile bus tour making stops in New York, Philadelphia, Chicago and Columbus, Ohio. The double-decker bus features Instagrammable “nature-scapes” inspired by the citrus ingredients in the brand’s mood-enhancing scented face mists, a product it launched earlier this year. The brand has also partnered with National Geographic on an Instagram sweepstakes culminating in a free trip to Yellowstone National Park — all participants have to do is upload to Instagram pictures of themselves in nature and tag both brands.

The campaign was inspired by the brand’s research on its core demographic — women aged 16 to 25, said Sarah Irby, director for company’s facial skin-care portfolio in the U.S. and the St. Ives brand globally. The brand found that 94 percent of women in that age group found nature to be calming, and 60 percent do not spend nearly enough time in nature as they’d like.

“We aren’t looking at this as a tactical initiative,” said Irby. “We see it as a long-term commitment to integrate nature into our brand identity and taking our relationship with her beyond products.”

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In the past few years, the St. Ives brand has expanded its purview from apricot scrub to a whole portfolio of products formulated with trend-driven, natural ingredients such as coconut, green tea, coffee, açai and honey. There are also trendier formats, such as the face mists, cleanser sticks, sheet masks, and lip scrubs, which will be available to test on the mobile bus tour.