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Garnier asked us to create an iconic UK sampling activation to drive awareness, trial, and education around its Vitamin C Brightening Routine, with a focus on its hero product, the Vitamin C Brightening Serum. In a climate where nearly 50% of the population tune out of what seems to be the never-ending negative news, we saw an opportunity to bring brightness not only to their skin, but to their spirits.

Our idea was to hit the streets with the Brighter News Tour—a mobile newsstand experience delivering uplifting headlines and beauty bulletins, straight from Garnier. Paper boys and girls brought the energy, handing out skincare samples and feel-good stories in equal measure, whilst fitness influencers took the glow on the road, running from “Dull” Glasgow to Brighton in a cheer-spreading relay.

Over two weeks and four cities—Glasgow, Manchester, London, and Brighton—we handed out 232,000 samples, sparking a 17% uplift and turning Garnier’s message of brighter skin and brighter days into a nationwide conversation.