Soap & Glory, a skincare brand owned by Boots, has teamed up with travel eCommerce brand Culture Trip to promote its new ‘Uplifting’ range of products through a series of content and creative activations.

For the ‘Bright Side’ campaign, Culture Trip will create a content series aimed at Millennial and Gen Z audiences in the US and UK, while mixologist Camille Vidal from La Maison Wellness will create an exclusive alcohol-free cocktati for the campaign. Bright Side will feature on ‘traditional’ content channels via Culture Trip’s website and app, and video and social media activations.

“The Bright Side campaign has provided Soap & Glory the opportunity to engage with a new audience, and partnering with Culture Trip has been pivotal to this approach,” said Caitlyn Dole, Global Brand Manager for Soap & Glory. “As the authority on travel, lifestyle and culture, as well as having a highly engaged, global audience, Culture Trip has enabled us to leverage a broad community with one campaign, across multiple territories.”

Kate Glover, VP of Media Sales at Culture Trip, added, “Culture Trip users love our wellness focused content, especially after the last 12 months we’ve all had. Soap & Glory’s new uplifting product range gave us the perfect opportunity to create fun and immersive branded content for our customers, all themed around finding their own bright side.”