Tree Hut: Death to the Clean Girl Aesthetic

Tree Hut: Death to the Clean Girl Aesthetic

Tree Hut: Death to the Clean Girl Aesthetic

Rejuvenating consumer trust after a risky rebrand. 

The Ask
The Ask

Find ways to amplify the impact of Tree Hut's "Uncontain Yourself" Superbowl spot by ensuring it becomes the undisputed favorite of all spots airing this year.

The Problem
The Problem

Under the tyranny of the Clean Girl Aesthetic, beauty brands are losing their personality in pursuit of uniformity and polishness. 

The Solution
The Solution

While others choose to zig, Tree Hut wants to zag. Their latest rebrand wants to bring back the much-needed messiness and playfulness that the current makeup sphere is lagging.  

When did everyone start losing their personality?

When did everyone start losing their personality?

When did everyone start losing their personality?

For the past few years, the beauty sphere has been put in a chokehold by the so-called ‘Clean Girl Aesthetic’. Slicked back buns, dewy skin with nary a blemish or a freckle, and a sea of neutral colored yoga sets. 

It’s unbothered minimalism, paired with a lackadaisical attitude of “I’m trying, but I’m not trying that hard.” 

Tree Hut refuses to fall in line

Tree Hut refuses to fall in line

Tree Hut refuses to fall in line

A well loved staple rebrands

The iconic sugar scrub brand has been a well-versed player in the Gen Z bodycare sphere, a well loved staple within the “everything-shower” routine. 

The iconic sugar scrub brand has been a well-versed player in the Gen Z bodycare sphere, a well loved staple within the “everything-shower” routine. 

2026 SuperBowl "Uncontain Yourself."

2026 SuperBowl "Uncontain Yourself."

2026 SuperBowl "Uncontain Yourself."

Their recent December 2025 rebrand, “Uncontain Yourself”, is an attempt at fighting back against the minimalist tones of the current beauty sphere. 

Their recent December 2025 rebrand, “Uncontain Yourself”, is an attempt at fighting back against the minimalist tones of the current beauty sphere. 

INsight

But it’s come at a cost: Consumer trust.

But it’s come at a cost: Consumer trust.

But it’s come at a cost: Consumer trust.

Consumers hate the rebrand.

Consumers hate the rebrand.

And despite airing their first 2026 Super Bowl spot, Uncontain Yourself, Tree Hut has been unable to re-capture consumer loyalty. 

Solution

Here's what the could've done

Here's what the could've done

But let’s turn back time. Here’s what they could have done differently to both amplify their spot and regain their audience’s trust.

Pre-Game

★ PR PACKAGE: THE SECRET INVITATION

  • Send out PR Packages as ‘secret invitations’ to the featured influencers in the Super Bowl spot featuring:

    • 3 Sugar Scrubs of their choosing

    • An invitation to the “Uncontainment Zone” on Superbowl evening 

★ INFLUENCER SIGN OFF: 

  • Partner with influencers like Leah Kateb, who is famously known for her luxurious skincare routine and scent–stacking behaviors, and has inspired 4.1m of her fans to follow her shower care routine

    • Leah will unveil the PR package, thanking Tree Hut for the mysterious invitation.

    • Suspense and buzz is created around the influencer’s possible involvement in the Superbowl spot. 

Post-Game

★ EXPERIENTIAL POP-UP: MAKE YOUR OWN SCRUB

  • Tree Hut will host a Pop-Up Spa in the city, where people can come in and make their own scrub. 

  • They’re free to customize the scent and color of the scrub, thereby embracing the Tree Hut’s Superbowl ad’s spirit of individualism and playfulness. Event goers can play with the scrubs the same way their favorite influencers were able to.

Strategic justification

Supporting the re-brand

Supporting the re-brand

Pre Game - PR Package & Influencer Partnership

Having influencers with trusted audiences rally behind Tree Hut’s new direction is extremely important for keeping brand trust. 

Post Game - Experiential Pop Up

Having a Pop Up not only allows consumers the joys of customization, but lets them experience firsthand that the formula they’ve loved all these years hasn’t changed at all.