Tree Hut

The Brand

For my final capstone project, our student agency, Essence Advertising, created a comprehensive campaign for Tree Hut, a skincare brand popular for its shea sugar scrubs. Research for this campaign included secondary research and primary research consisting of a survey that garnered 525 responses and observational research at Walmart, Target, Ulta Beauty, and Banner’s Hallmark in Harrisonburg, VA. Our agency was responsible for creating deliverables for print, out-of-home, social media, TV, a viral video, guerilla marketing, and branded product placement.

The Message

After considering the findings from our research, our agency realized Tree Hut was missing an opportunity with an older consumer market. We chose to target women between the ages 65-75 in Fort Myers, FL. Women in this age demographic are often overlooked in the skincare industry, and our agency felt that we could position Tree Hut as a way for women in this demographic to feel smooth, youthful, and confident with the brand’s sugar scrubs.

Creative Brief

The Big Idea

Women’s skin is in its prime with Tree Hut sugar scrubs.

Print Magazine Ads

TV Commercial

Facebook Posts

Nextdoor Posts

OOH Ads

Viral Video

Guerilla Marketing

Car Wash

Consumers are able to pick from a menu of different washes that use elements from the scrub such as color and smell to emulate a Tree Hut luxury care experience from beginning to end. The audience is captive with undivided attention on the windshield and by projecting the Tree Hut logo onto it, it creates an unavoidable visual that links the concept of hydration and polishing the car to the exfoliating and moisturizing benefits of the scrub. It effectively disrupts the mundane wash cycle, reinforcing the message that maintenance, whether for their vehicle or their skin, is the key to staying in their prime. The Tree Hut air freshener drives the sensory experience and closes the loop on the path to purchase. Shaped like the iconic shea sugar scrub jar, this air freshener serves as an inexpensive, tangible "take-home" gift, offering immediate value to a demographic that appreciates practical perks. Vending machines will dispense mini-Tree Hut jars at the entrance and exit of the car wash, encouraging consumers to discover their new signature scent.