Sanctuary has launched an innovative gift for customers, following the enthusiastic response to last year's campaign launch.
In October, those who spend £11 or more on Sanctuary products in larger Boots stores will be gifted a free Colour Me In Candle.
The black and white packaging is designed to be coloured in by users, with four small pencils provided inside. The candle inside is scented with relaxing fragrances to enhance the meditative benefits of colouring
Sanctuary has also launched a first-of-its kind print advertising campaign that will see black and white adverts, ready to be coloured in, appear in women’s consumer magazines from September onwards.
Illustrations on both the candle and adverts were inspired by a garden oasis while using elements of Sanctuary’s packaging.
The campaign is also backed-up with a 25% discount on all bath and body products in Boots this October.
Jacqueline Burchell, Maketing and Product Development Director at Sanctuary, explained: “Together with our creative agency Southpaw, we really feel we have a powerful creative route through our interactive colouring-in press ads and Colour Me In Candles that help us differentiate the Sanctuary brand and deliver a brand equity that not only resonates with our customers, but is embedded in our core.”
This is the next step in Sanctuary’s ongoing #LetGo campaign, which last year saw the launch of a successful ad (below). The clip was viewed more than 1 million times in the 11 days after its launch and has now reached more than 45 million views.
Expert Life Strategist, Jenni Trent-Hughes, said that colouring-in is a great way of "letting go" as Sanctuary suggests. She said: "Our rediscovering of colouring has the obvious benefits of relieving stress, taking us away from one screen or another and of course gives the simple pleasure derived from creating something lovely."
Burchell added: "We hope women will enjoy taking some time out to get back into colouring-in – something that I've not done since leaving school but look forward to doing when the kids are in bed!"
