The welcome dinner took place at a communal table flecked with decor in desert-inspired hues. The Valley handled furniture rentals, while Let’s Bash provided tabletop rentals.Photo: Hello Horizon Studio
PHOENIX—After launching its new line of body washes, Native invited 15 beauty and wellness editors to the desert to put the products to the test. From March 5-7, the personal care brand hosted a wellness retreat at CIVANA Wellness Resort & Spa just outside Phoenix, where the scenery is dreamy and the air is dry.
After checking in, guests were treated to a special “shower experience” cultivated by the brand. In the guest rooms, showers were fully stocked with the new products, and signage featured a description of each body wash with QR codes that led to shower playlists tailored to a particular scent. The shower tunes played off Native’s cheeky “how to” instructions on each body wash bottle, which read: “Lather. Sing. Rinse.”
The rest of the itinerary included a desert hike, spa treatments, an educational lunch replete with a pasta-making demonstration, and meals and cocktails with flavors inspired by Native products.
“The goal of our Desert Media Retreat was to showcase Native’s new Moisturizing Body Wash collection in an immersive way so that guests could get educated on the product claims and points of difference compared to other like-minded products in the body care industry,” says Jennifer Beck.
Those points of difference—including the body wash’s infusion of naturally derived shea butter and its ability to hydrate the skin for up to 24 hours—were reiterated throughout the event and even printed on cocktail napkins used at the welcome reception. And, of course, lathering up with the body washes was encouraged throughout the retreat.
“Guests had the opportunity to use the product firsthand and put its functionality to the ultimate test, something that would not have been as effective in a standard cocktail or dinner experience,” Beck notes. She adds that cultivating strong editor relationships, building brand awareness, and generating compelling press coverage were other key goals.
Though the event went smoothly (with smooth skin all around), planners did have to stay on their toes to make a last-minute adjustment or two. To wit: The farewell dinner was initially slated to take place outside with a backdrop of desert cactus, which is known for retaining moisture. When strong winds appeared in the forecast, however, the brand decided to bring the evening indoors.
With the event a wrap, Beck says that Native will measure its success by the quantity and quality of media coverage and editors’ posts on Instagram and TikTok, all of which are still being reviewed.
Keep scrolling to see key vendors and standout details from Native's Desert Media Retreat...
VENDORS
Branded Merch: Stitched by Soph, Fresh off the Press
Branded Rentals: Dang Fine Rentals
Educational Lunch: Chef Peter McQuaid
Florals: The Wildflowers
Furniture Rentals: The Valley Events
Media Invites/Production: Autumn Experiential
Venue/Dinner Menus: CIVANA Wellness Resort & Spa
Tabletop Rentals: Let’s Bash
