The Body Shop merges digital and experiential with giant advent calendar

Natural cosmetics brand The Body Shop has launched a giant 24 Days of Happiness calendar at its store in Westfield White City.

Guests can trace their fingers over the digital bow to unlock presents
Guests can trace their fingers over the digital bow to unlock presents

The calendar is offering Christmas shoppers the opportunity to win daily prizes, such as afternoon tea at The Ritz, theatre tickets, shopping sprees and Body Shop gifts.

The installation includes an interactive screen that in turn features a digital ribbon. Customers can trace their finger over the on-screen bow in order to untie the door of the day and uncover their prize.

Once the door has been opened, the advent calendar dispenses a 'You've won' card, which the winner can use to claim their treat at the till point.

Customers can have a go at opening the door on any day, while the doors can also be opened more than once.

Agencies Mr President and Obscura Digital were enlisted to create the experience.

Sam Thomson, UK marketing and values director for The Body Shop, said: "Christmas at The Body Shop is all about feeling so good, and we want to pass on this feel good spirit to all our customers.

"Our beauty advent calendars have quickly become a best seller and a key part of the beauty industry Christmas offering, so we wanted to celebrate by creating the largest ever beauty advent calendar in one of our flagship stores."

More: In pictures: Behind the 'doors' of Cadbury's travelling advent calendar

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