Elemis launched its cleansing balm promotional video combining CGI and IRL this week. The video demonstrates the Cleaning Balm breaking through the streets of Waterloo and is available on their Instagram; the activation celebrates the launch of the brand’s first standalone store, located just moments away at No.23 Monmouth Street in Covent Garden. Alongside the promotion of its Cleaning Balm, the activation celebrates the launch of the brand’s first standalone store, located just moments away at No.23 Monmouth Street in Covent Garden.
Opened earlier this month, the new flagship promises to “immerse customers in the world of skin wellness” through interactive in-store features, from a product play table and sensorial scent experience to exclusive facial treatments, new product launches, and more.
 “The opening of our first retail store is a huge moment for us at Elemis in our home market, and we wanted to mark it by creating something truly remarkable and unexpected.
“Using London’s skyline as our backdrop, we intend to surprise and delight our loyal customers with an unmissable moment that we have never pulled off before. With this campaign on South Bank and our new store in the heart of Covent Garden, we are really putting Elemis on the map in London this summer.”
Susan Harvey, General Manager of Elemis UK&I
The activation builds on the success of Elemis’ previous CGI campaign for its launch at Selfridges in Birmingham and Manchester, which became its most-viewed post ever across UK social channels. Earlier this year, Elemis launched a UK-focused TikTok account to enhance digital interactions and boost brand awareness within the region through localized content.
Having already achieved success on TikTok with its US account, the UK team aimed to target consumers on a more local level with relatable and engaging content, similar to the brand’s interactions on Instagram via regional accounts. With a local focus, Elemis plans to share more stories about the UK-specific experience of the brand, including local campaigns, launches, pop-ups, stores, and consumer events, as part of this latest marketing initiative.
