Trademark, along with the Ketchum PR team in New York, designed and developed a St. Ives "mini spa" to create a prominent event presence. At the California International Marathon in Sacramento, CA, the spa was positioned at the finish area, available to over 10,000 spectators and runners.

At WalMart and Albertson's stores in Phoenix, AZ, the spas were set up right inside the store entrances, and tens of thousands of shoppers were invited to relax and be pampered with St. Ives products.