Evian Opens Pop-Up Detox Spas in New York, L.A.
Evian created quite a splash with month-long pop-up Detox Spas in New York City and Los Angeles as it built awareness for the health benefits of the product and reinforced its identity as a “spa in a bottle.” The spas also leveraged the excitement of New York Fashion Week and the Oscars as the consumer press, celebrities, socialites and opinion leaders indulged in hot stone massages, facials and reflexology, all incorporating Evian as ice, water and steam.
Participants received complimentary bottles of Evian to quench their thirst as they were immersed in the brand’s heritage with images of the French Alps and streams of running water covering the walls. Track lighting presented a relaxing and calming atmosphere. Media impressions totaled more than 32 million. More than 200 guests visited the L.A. spa; 400 in New York, where guests attended a party hosted by tennis ace James Blake, who also appears in Evian print ads.