Soap & Glory has debuted a new influencer campaign, the #GetNakedWithMeChallenge.Three WPP agencies, VMLY&R, Hill+Knowlton Strategies and Mediacom, are behind the campaign, which targets women 25-35.
Soap & Glory, a No7 Beauty Company brand, is urging women to feel comfortable in their own skin. It makes private moments public by highlighting women’s body-care routines.
“It’s time to normalize and celebrate our bodies,” said Nathalie Brown, executive creative director, VMLY&R.
A UK company, the campaign is debuting the product in the U.S.
The campaign runs on TikTok and Instagram, with key influencers debuting the campaign on their channels. Viewers are encouraged to take the challenge and create their own videos, sharing their experiences with Soap& Glory Flake Away Body Scrub.
By tagging @SoapandGloryUSA, participants can also win various company products, including a year’s supply of the body scrub.
To promote viewership, Kaitlyn Bristowe, former star of ABC’s “The Bachelorette,” Season 11, and “Dancing with the Stars 2021” champ, is representing the brand. She’s joined by various influencers, such as Abby Howard (@matt_and_abby) and Monet McMichael (@monetmcmichael).
Xue Li, senior brand director, Soap & Glory, said Bristowe "brings the Soap & Glory mission to life with her bold personality."
The “Get Naked” push is a take-off on the #GetReadyWithMe, a TikTok trend in which creators get ready for their day (hair, makeup, choosing an outfit) while talking to the camera and sharing a story.