CaféCreamy
A launch strategy for Glow Lab's new Creamy Body Wash, in partnership with Poem Group and With Smee. The brief was simple. Make it the must-have premium body wash in Australia.
Body wash doesn’t carry the cult status of skincare.
Supermarket shopping runs on autopilot. Familiar item, add to cart, repeat.
We wanted to talk indulgence. In winter. When Australians watch every dollar.
Low stakes luxury. Women are reaching for small indulgences that feel rewarding, not guilty – a rich body wash, a fragrant candle, the KitKat at checkout. Instant gratification. No financial stress. No decision fatigue.
Glow gluttony.
Sensory sells. People crave products the way they crave Dubai Chocolate – and beauty is borrowing from food to get there. So we stopped treating Creamy as a hygiene step and served it as a treat.
Decadence doesn’t have to be complicated. Whipped cream on your coffee. Silk pajamas, not an old t-shirt.
The catch: body wash lives in a private moment. The job was to make it shared and shareable – without stepping into the shower.
Essential becomes indulgence. Dessert cues do the reframing.
A private product, made social. Taste and scent, not a shower.
Creators get something to do, not just something to hold.
How it showed up
Glow gluttony, servedA three-day Parisian-inspired takeover of Blackwood Bondi, built around the indulgent world of the collection.
Coconut & Vanilla Bean. Salted Caramel & Pistachio. Cashmere & White Blossom. Each one poured as a hot chocolate, with whipped cream and the range to try.
A Paris café, not a pop-up shop. Styling by With Smee.
Glow Lab ambassador Bec Judd hosted an exclusive media and influencer preview. Creators and paid social took it national.
Over 1,000 complimentary hot chocolates and Glow Lab samples across three days – 400 of them gone within two hours on the Friday.
Dessert, not detergent. Sampling that didn’t feel like sampling.