Spa of the World Relaunch Event
01 — Project details
Spa of the World had previously been discontinued and was being reintroduced to market. I was responsible for conceptualising and delivering a relaunch event within my store, designed to reintroduce the range through a sensory, experience-led approach. My role encompassed end-to-end event management, including creative concept development, supplier coordination, catering, visual merchandising, guest invitations, influencer outreach and on-the-day event hosting.
02 — Creative process
My objective was to transform the shop floor into an immersive spa environment that reflected the ethos of the range. I curated sensory details to immediately shift the atmosphere upon arrival, sourcing textured towels, wooden display bowls and trays, candles, and a glass refreshments station featuring cucumber and lemon infused water. To further reinforce the narrative, I developed product-inspired mocktails (such as “Tahitian Bloom” and “Kukui Cloud”) and curated a spa-themed playlist to ensure every touchpoint supported the overall brand story.
Each guest received a thoughtfully assembled gift bag containing miniature versions of bestselling products from our new range, a tea sachet to extend the spa experience at home, and selected hero items including Tea Tree Oil and Vitamin E Moisturiser. I also designed personalised “intention cards” for each product, featuring concise usage guidance and a complementary quote, which were distributed based on individual product selections to create a more tailored and memorable experience.
03 — Results
The exclusive event generated £560 in revenue within 90 minutes, achieving a 100% conversion rate across 12 attendees and delivering £373 revenue per hour. The average order value reached £46.67, a 103% increase compared to the store’s usual £23 AOV. Demonstrating the effectiveness of guided selling within an immersive retail environment. With an estimated event spend of £230, the activation delivered a positive same-day ROI of approximately 100%, reinforcing its commercial viability.
Beyond immediate revenue impact, the event successfully doubled basket size, strengthened retention among existing loyalty customers and expanded local brand advocacy through invited spa owners and micro-influencers. Attendees actively trialled products, resulting in a 100% engagement rate, while influencer coverage across YouTube and Instagram extended visibility beyond the store. The activation demonstrated the power of intimate, experience-led retail in driving both short-term conversion and longer-term brand equity.
