To mark the release of its Briderton collaboration, Lush created a secret garden pop-up in Glasgow to invite fans of the hit show into the romantic regency era. Complete with a rose-scented water fountain, the pop-up built around the limited-edition Lush x Bridgerton collaboration welcomed fans to stop in for tea and cakes from Lush's in-store vegan cafe, Planet Blonde.
For just a short time in May, Lush on Buchanan Street provided an immersive experience of the beautiful botanical ingredients used in the aromatic body care collection.
Brands are unapologetically adopting secretive marketing strategies to create a sense of exclusivity and allure, inviting only consumers in the know with under-the-radar activations, product drops and events that heighten intrigue and desirability.