# Illusory Waterfall Installations Burt's Bees' Oasis in the City Promotes Its Natural Lip Balms By Laura McQuarrie | Published 2019-06-28 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/oasis-in-the-city References: [marcommnews](https://marcommnews.com/nature-takes-over-londons-covent-garden-in-burts-bees-installation/) & [burtsbees](https://www.burtsbees.ca/) [Burt's Bees](https://www.trendhunter.com/trends/84-summer-merch) created an oasis in the city with an [optical illusion waterfall](https://www.trendhunter.com/trends/transposition-installtion) to promote its range of sustainably made Tinted Lip Balm products. The installation in London’s Covent Garden Piazza brings a natural jungle oasis to life in full color, complete with colorful flowers that take after the colors of the lip products. Rather than being a physical installation that can people can immerse themselves in, the oasis takes the form of a water feature that's painted on the ground, so that from a certain vantage point, dynamic photos can be taken and shared. The campaign is supported by a social media content and a competition that invites people to share photos on [Instagram](https://www.trendhunter.com/trends/maybelline-new-york), making sure to tag the brand and make use of the #BeATrueForceOfNature hashtag. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 82% | Activity: 69% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Optical Illusion Marketing:** Creating immersive and visually striking installations to promote products and engage consumers. - **Sustainable Product Promotion:** Using creative installations and campaigns to highlight the sustainable aspects of a brand's products. - **Interactive Social Media Competitions:** Encouraging user-generated content and engagement on social media platforms through competitions and hashtags. ### Industries Being Reshaped - **Beauty and Personal Care:** Applying innovative marketing strategies to showcase natural and sustainable beauty products. - **Retail and E-commerce:** Implementing immersive installations to attract and engage consumers in physical and online retail spaces. - **Social Media Marketing:** Leveraging social media platforms to drive brand awareness and user-generated content through interactive competitions. ## Related on Trend Hunter - [Nostalgic Lip Balm Collections](https://www.trendhunter.com/trends/84-summer-merch.md) - [Bakery-Themed Beauty Pop-Ups](https://www.trendhunter.com/trends/clarins-sweet-spot.md) - [Luminous Gloss-Inspired Installations](https://www.trendhunter.com/trends/miami-art-week.md) - [Foggy Self-Care Billboards](https://www.trendhunter.com/trends/windows-of-selfcare.md) - [Serum-Dispensing Billboards](https://www.trendhunter.com/trends/hydrating-billboard.md) - [Botanical Bodycare Pop-Ups](https://www.trendhunter.com/trends/secret-garden-pop-up.md) - [Temporary Luxury Brand Installations](https://www.trendhunter.com/trends/luxury-brand-installation.md) - [Forest Bathing Beauty Pop-Ups](https://www.trendhunter.com/trends/tatcha-beauty-pop-up.md) - [Branded Interactive Parks](https://www.trendhunter.com/trends/birkenfields.md)