You may be familiar with the pop culture phrase “treat yo self,” but you’ve likely never seen it brought to life the way Mars Wrigley Confectionery did just in time for Galentine’s Day (an unofficial holiday celebrating female friendship that falls on Feb. 13) and Valentine’s Day. The corporation, best known for its candy brands, popped up in New York City Feb. 13 and 14 with an Instagram-worthy Sweet ReTREAT experience that gave attendees a chance to receive an array of complimentary salon services and indulge in Mars products. The event, which coincided with New York Fashion Week, ultimately attracted more than 1,300 consumers in two days.
The concept behind the Sweet ReTREAT experience stemmed from a 2017 Mars survey of 1,000 U.S. adults that explored their “treat habits.” The report revealed that 74 percent of people believe a treat is sweeter when shared with a friend. That statistic ultimately informed the brand’s pop-up strategy, which required attendees to sign up for salon services with a friend or loved one.
Four different candy-infused “TREATment” stations gave consumers an opportunity to get pampered. There was the Candy Counter Makeup Bar, which offered various looks inspired by Mars brands. Like the Snickers nougat eye or Twix brows (a nod to the brand’s “Left Twix, Right Twix” messaging). There was also the Snickers Pedi station, which allowed attendees to “satisfy” their tired feet with a foot soak, scrub and pedicure, and enjoy a Snickers bar while they were at it.
Over at the Signature Manicure or Pedicure station, which featured an Instagrammable glass display case filled with Skittles and Starbursts, consumers could receive candy shell lacquer manis and pedis that replicated the shades found in the brightly colored candies. And at the Blowout and Touchup Bar, attendees could get a mint-infused hair styling inspired by Mars products like Altoids and Extra Gum.
Even waiting around for salon appointments had some sweet perks. The Mars Wrigley Lounge gave consumers a chance to kick back, relax and dig into the candy beverage bar. There were also two roaming masseuses offering mini massages—a favorite among attendees.
“More than ever, consumers are looking for different experiences and ways to interact with our brands and our treats,” says Alicia Buksar, senior external affairs manager at Mars Wrigley Confectionery U.S. “Valentine’s Day is a really important moment for us and for our consumers and brand, so, it felt like the perfect moment to bring the Sweet ReTREAT and the survey to life.”
‘Treat Yo Self’ to Images From the Mars Sweet ReTREAT Pop-up: