Pivoting With Purpose: Glasshouse Fragrances’ Summer Community Pop-Up
For the launch of their transportive Paradise Screensaver collection, Glasshouse Fragrances briefed Rise & Shine on a campaign designed to build local excitement around their limited-edition summer release.
From the outset, Rise & Shine approached the campaign through a reputation lens - balancing commercial objectives with community sentiment, public perception and the responsibility that comes with activating in shared public spaces. This meant advising not just on what to do, but when not to proceed - and how to respond when circumstances changed.
We recommended a community-first activation that would take the collection off shelf and into the real world. Rather than an invite-only or influencer-led moment, the concept centred on a public-facing beach pop-up - creating an experience that felt generous, accessible and genuinely embedded in the local community.
The activation was originally planned for Mount Maunganui. But as the campaign unfolded, a series of unforeseen events quickly shifted the landscape - and with it, the broader considerations at play. Each decision was made deliberately, weighing the impact on the brand, the experience, and the community it was designed to serve.
On the morning of the initial activation, the weather took a sudden turn. With conditions no longer delivering the carefree, summer energy the campaign was built on, Rise & Shine advised Glasshouse Fragrances not to proceed. Delivering a summer activation that didn’t feel like summer risked undermining both the brand and the experience.
The activation was rescheduled for two weekends later. In the lead-up, a tragic event occurred within the Mount Maunganui community.
At this point, the priority shifted. Out of respect for the community, Rise & Shine advised that it was not appropriate for a brand activation to proceed in the area at that time. The focus moved from delivery to care - ensuring any decision acknowledged the gravity of what had occurred and the impact it was having locally.
Working closely with Glasshouse Fragrances, we recommended stepping back from the location entirely and instead supporting the local community through a donation. This ensured the brand responded quietly and respectfully, without seeking attention or visibility during a time of loss. Alongside this, Rise & Shine guided appropriate tone and timing across communications, ensuring the brand’s response remained measured and respectful.
With strong public interest already established, the challenge then became how to thoughtfully re-home the activation.
In less than a week, Rise & Shine worked to secure approvals, rework permits and reorganise logistics. The activation was relocated to Auckland’s popular Orewa Beach.
The Paradise Screensaver pop-up invited the public to take part in a spin-to-win experience, with giveaways ranging from bespoke branded ice blocks to full-size products from the collection. Attendees were encouraged to sign up to Glasshouse Fragrances’ database, with one person from the day winning the entire Paradise Screensaver range.
The response exceeded expectations:
Lines formed from the moment the activation opened and remained steady throughout the day.
All product and prize allocations were given away within 90 minutes
More than 250 members of the public engaged directly with the brand
Over one third of attendees chose to sign up to the Glasshouse Fragrances database
Turning a fleeting beachside moment into a lasting brand connection
The response highlighted the appetite for brand experiences that feel accessible, considered and rooted in real connection - particularly when they show up in the right way, at the right time.
“This activation reinforced something we strongly believe at Rise & Shine: while celebrity and influencer moments absolutely have their place, audiences today are increasingly drawn to brands that show up beyond the feed. ”
In a landscape saturated with gifting and visibility, meaningful impact comes from making people feel included and connected - showing up for local communities, giving back where it matters, and having the judgement to know when to step forward, when to pause, and how to respond in between.
Paradise Screensaver became a reminder that the most effective campaigns aren’t just about execution - they’re about judgement. When brands are willing to adapt, listen and respond with care, the result is work that resonates well beyond the moment itself.