TREE HUT • UNCONTAIN YOURSELF •
TREE HUT • UNCONTAIN YOURSELF •
Tree Hut is America’s #1 Sugar Scrub brand that had a significant awareness challenge.
While Tree Hut has built a cult following through viral social content driven by our irresistible textures, scents, and playful sensoriality, we still saw only 2% unaided awareness. We recognized that our look and feel didn't capture that same tactile joy that our fans loved, so we saw an opportunity to bring forward a more vibrant brand that could become as iconic as the product itself.
The Strategy
In a beauty landscape that has become dominated by minimalism, Tree Hut had a rare gift: unfiltered color, texture, and sensory appeal.
Our product experience had always delivered delight, but the branding wasn’t telling the story to the uninitiated. So we made a provocative case: Why blend in when everything about you was built to stand out? We used the “goop pull”—a social phenomenon turned brand behavior—as our proof of concept. Our pitch was simple: your product is your truth–colorful, boldly scented, multi-sensorial. And that truth should shape not just your TikToks, but your entire brand ecosystem.
The Work
The campaign announcing Tree Hut’s new rebrand transforms their sensory love into a full-spectrum brand experience.
It turns up the volume on everything our community already adores—color, texture, scent, indulgence—and infuses that energy into every touchpoint. This is a creative strategy rooted in cultural recognition: an invitation to both loyal fans and curious newcomers to step into a brand world bursting with confidence and joy