Collabs That Need to Happen: NIDA, Are You Listening?
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3 min
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3 min
Some ideas are too good to stay in the group chat.
Summer is almost here! Longer days, iced drinks, sunshine… and sweating off our entire skincare routine the second we step outside. The latter, perhaps not something we’re particularly excited about while we lap up the sun; dewy skin? Big yes from me, but looking like a Krispy Kreme glazed donut melting in the heat is not quite one nor the same.
My mind wanders from time to time, and I love a little what if, picture this, imagine a moment so take this as no surprise that my somewhat-humourous-K-beauty-copywriter accustomed brain had a little lightbulb moment as I commuted to work last week…
NIDA, if you're listening, I've got something for you.
Introducing:
A 27-degrees at 4PM on a weekday in the heart of Auckland CBD, heat haze creating ripples on the footpath across the road, dull pounding of your heartbeat pulsating to the back of your head, no shade.
Hot chips or freshly baked cookies aren’t going to cut it for your routine sweet treat - you need something more thrilling, cooler, exciting… more refreshing.
Cue scene: Need-a Spritz! A summer-inspired collection of cooling facial sprays lined up against the window of a large vending machine, available at the tap of a button.
On the menu:
🥒 Cucumber Mint
Cool, calm and collected. For when the heat gets a little too personal.
🍊 Orange Blossom
Light, fruity and floral. The afternoon refresh with a sprinkle of sweetness.
🍋 Lemon Citrus
Bright, energising and zesty. The wake-up call your skin begged for.
The little pick-me-up in a cute bottle and pocket-sized joy in the depths of corporate life in the midst of summer heat. Convenient, necessary and considerably more exciting than another trip to the supermarket.
I know what you’re thinking, “Alanna, this isn’t something I can eat…” Patience, my work here is not yet done - because what's a spritz without something to sip?
One spritz for your skin, one spritz for the soul; enter drinks collaboration with the same three summer-esque flavours brought to life for your tastebuds to enjoy! Think refreshing cucumber mint spritzes, fizzy orange blossom and a non-alcoholic zesty lemon beverage to sip in the sun, paired with its skincare counterpart.
Pick up your facial mist of choice straight from the vending machine and freshly concocted beverage in a limited-edition cup from the cutest little brand pop-up, and suddenly you’ve got yourself the ultimate summer duo. I’m sold.
If we're going to sell a dream, we might as well dream big (go big or go home, right?), where better to take Need-a Spritz than to the most iconic festival in the world?
Picture the pop-up tucked into the festival grounds - complete with XXL vending machines, walk through arches diffusing orange blossom and cucumber mint, dedicated cooling lounge for festival-goers and a chic 360 bar for the perfect a break from the desert heat.
There’s a much bigger opportunity here that goes beyond a memorable pop-up with plenty of photo opportunities to do rounds on socials - with the exponential traction of K-beauty in Western markets, a high-profile activation like this is exactly what could tip NIDA over the edge and into a whole new world.
This could very well be a chance to step beyond their familiar K-beauty crowd and land themselves in the big global leagues with brands like Medicube, Anua and the likes; life changing stuff if you ask me.
I may have absolutely no authority to bring this life, no budget, no vending machine, no connections - quite frankly, not much at all - but I have a vision, enthusiasm and whole lot of love for the NIDA Youthful Formula Ultimate Moisturising Cream so give this idea a chance alright?
My final spritz to NIDA: take a chance on a girl and her big dreams.
It’s the summer of spritz, Beauties x