St. Ives, the veteran skincare brand that rose to popularity for its cult favorite apricot face scrub, is rinsing off its outdated identity and layering on new strategies aimed at attracting millennials and GenZ. The company’s recent announcement of an experiential campaign called “Nature Reset,” reflects this new direction. Its marketing efforts promote awareness of nature as a powerful stress reliever and highlight the Swiss brand’s use of natural ingredients.

The brand created four informational video spots—one for each statistic from a survey conducted by St. Ives about stress and anxiety—to promote the findings that 15 minutes of nature lowers stress levels. The language of the campaign slogan appearing in each spot, “Turn up the glow,” is a clear indication that St. Ives is speaking to a younger audience.

Starting July 25, St. Ives will deploy a double-decker bus to cities across the US, giving fans a chance to experience “a much-needed dose of nature.” Consumers can hop atop the bus which will feature nature scapes inspired by ingredients in the brand’s face mists. The bus will make four stops in New York City from July 25-July 28 then continue its tour for three days in Chicago between August 2-4. Columbus and Philadelphia will also receive visits from the St. Ives bus from August 9-11 and August 16-17, respectively. 

As part of St. Ives’ ongoing commitment to help young women embrace the positive power of nature, the company also partnered with National Geographic on a social media contest. To enter, fans must post a photo snapped while spending time in nature. Consumers can submit from July 24-August 31 with the hashtags #StIvesNatGeoContest and #NatureReset, tagging both brands. Five winners will win a photo expedition for two with National Geographic to Yellowstone National Park. Additional tie-ins include a yearlong digital campaign on Instagram and the brand’s new site platform dedicated to wellness.

“We know that consumers stopped believing in ads years ago. They want two-way conversations, and this is another step in the journey of standing for something and contributing to consumers’ brands and values. We will, of course, support our hero products, but it’s critical for any brand today to be more than just products,” Sarah Irby, St. Ives’ director of US face care and fast beauty, told Glossy.

Acquired by Unilever in 2010, St. Ives is one of many heritage brands that is taking an ingredient-conscious approach to advertising. In early 2019, Johnson & Johnson’s Aveeno re-launched its range of hair care products to spotlight the use of natural farm-to-shower ingredients which include oats, chamomile and blackberries. Last year, Unilever unveiled a plant-based personal care range called Love Home and Planet that has since introduced a line of home care products.