What it had to solve
Launch Soap & Glory Flake Away Body Scrub in the US and import the brand's bold, cheeky body-confidence message with it.
The idea
Invert the viral #GetReadyWithMe format into #GetNakedWithMe: film the private, pre-makeup body-care moment and make vulnerability the flex.
How it works
Kicking off with Bachelorette star and DWTS champion Kaitlyn Bristowe plus influencers Abby Howard and Monet McMichael; participants sharing their transformation and tagging @SoapandGloryUSA entered a draw for a year's supply of Flake Away.
What it did
The challenge launched across influencer channels in February 2023; the material reports no engagement or sales figures.
Background
In February 2023, Soap & Glory — a No7 Beauty Company brand — launched #GetNakedWithMeChallenge, a playful inversion of the viral #GetReadyWithMe trend, to introduce itself and its Flake Away Body Scrub to US women aged 25-35. Where GRWM videos end in full hair and makeup, this challenge celebrated the moment before: participants filmed their real, bare-skin body-care routines and got 'naked and glorious' in their own skin.
The brand partnered with WPP — VMLY&R, Hill+Knowlton Strategies and Mediacom — and kicked off with Kaitlyn Bristowe, former star of The Bachelorette season 11, host of the Off the Vine podcast and Dancing with the Stars 2021 champion, whom the brand called the embodiment of its bold, fearless message. Influencers Abby Howard (@matt_and_abby) and Monet McMichael (@monetmcmichael) joined the opening wave.
The mechanics were standard challenge fare with a body-confidence frame: anyone sharing their own 'glorious transformation' using Flake Away and tagging @SoapandGloryUSA entered a draw to win Kaitlyn Bristowe's favourite Soap & Glory products, including a year's supply of the scrub. Executive creative director Nathalie Brown of VMLY&R put the intent plainly: normalize and celebrate bodies, and get vulnerable instead of getting made up.
Why it lands
The idea is a single, legible flip of an existing format — which makes it instantly understandable in-feed without explanation.
Launching a UK brand in the US through a borrowed format lowers the cultural risk: the behavior is already native to the platform.
The product use-case (shower scrub) is literally the trend's hidden pre-phase, so the format flip lands the product truth, not just reach.
Prize mechanics tied to tagging gave the challenge a measurable participation loop from day one.
What you can take
A trend inversion is cheaper than a trend jump: take the format everyone is scrolling past and flip its one defining assumption — here, getting ready becomes getting bare.
Since then
The challenge debuted in early February 2023 across the influencer lineup and the brand's US channels. The material reports no participation, engagement or sales results.
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