indu boosts brand awareness and promotes safe skincare through impactful London flash mob
Teen skincare brand indu brought together dance students from The Brit School in central London yesterday for a high-energy flash mob, celebrating its latest campaign.
The activation was also part of the brand's ongoing partnership with The Brit School, featuring 40 Year 12 dance students who performed to a Lady Gaga medley near Oxford Circus station.
The students wore bright green, branded indu T-shirts featuring key messages that reflect the British beauty brand’s values.
Branded leaflets were also handed out to both teens and parents, including a call-to-action to visit the brand's social channels and website. Teens also received affirmation cards - written by the students - designed to spread positivity and boost confidence.
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Sophie Bryant, Head of Marketing at indu, said: "We’re a skincare brand on a mission to celebrate young skin and champion teens. That’s why our partnership with The Brit School is so special to us. This flash mob was one of several disruptive ideas as we choose to make skincare relevant, safe and fun for teens! Watch this space as we continue to turn up the volume on teen talent and switch up the narrative on teen skin."
The flash mob followed the launch of indu’s Feels Like Summer campaign, which aims to empower teens to spend more time outdoors and connect with friends over the school holidays.
Alongside this, the campaign includes a series of activations and initiatives designed to inspire young people to embrace the summer, build confidence, and make meaningful connections.
It comes as a new teen survey reveals that nearly 60% of teen girls are spending their money on skincare, while only 26% of teens are investing in fun events like festivals or concerts.
Other campaign highlights include guerrilla marketing at major summer concerts and festivals across the UK - including BST Hyde Park, Reading and Leeds - concert ticket giveaways, community events, and in-store activations with Sephora UK.
Continuing its message of simple, safe skincare, indu is also sharing bite-sized social content that promotes ditching 10-step routines, featuring relatable creators who educate and debunk skincare myths. Additional tips and summer activity ideas will appear on the brand’s blog, indu101, while parent-focused sessions led by the brand's in-house experts offer extra support.
Aaron Chatterley, co-founder of indu, told TheIndustry.beauty: "Our campaign empowers teens to cut the crazy 10-step routines right down to just three. Instead, as part of our activations, we're encouraging teens to get outside, get active, socialise with friends - all the important things to enrich teen lives!"
Not the first brand to create a flash mob this year, Thérapie Clinic also hosted three flash mobs around Central London in March to celebrate its laser hair removal campaign. This signals a shift towards interactive, in-person marketing experiences designed to actively engage audiences.
