Soap and mud are a natural fit. With that in mind, Walgreens Boots Alliance-owned Soap & Glory has signed on to be the first exclusive beauty sponsor of all Tough Mudder’s North American Challenge events.
The partnership of the series of hardcore 10 to 12 obstacle races in the mud designed by British Special Forces kicks off this month with activations at 21 events through November. Soap & Glory will transform the Tough Mudder shower and female locker rooms into pink tropical oases to help publicize the launch of the brand’s new exotic bath and body fragrance range called, appropriately, Call of Fruity.
The Tough Mudder deal follows on last year’s link with Live Nation where Soap & Glory erected vintage garages at four of the entertainment giant’s festivals. The garage offered beauty tune-ups.
Activations have become a major avenue to gain exposure to the brand, which Walgreens Boots Alliance acquired from founder Marcia Kilgore in 2014. Industry sources estimate sales have soared since then from an estimated $100 million to close to $300 million. The brand is well-positioned, experts said, as demand for bath and body items heat up.
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“Soap & Glory has a look, feel and smell that you can’t fail to notice. Experiences that put us right in the hands and minds of our consumers in their moment of need is one of our key connection moments — in this case providing our Call of Fruity ‘Bubbles in Paradise’ Body Wash when the kick ass women of Tough Mudder are all muddy and sweaty,” said Lee Sargent, senior marketing director of Boots Retail USA. Sargent added that partnerships with like-minded brands such as Tough Mudder “help us cut through and reach our target consumer in ways that surprise and delight them.”
Beyond activations, Soap & Glory is pushing hard on influencers. “Our target consumer is completely ‘digital’ and loves to explore beauty products and trends. We believe that she expects her favorite influencers to bring her interesting, new and meaningful content. That’s why we work with and nurture our influencer relationships, increasingly prioritizing them above more traditional approaches,” Sargent said.