Welcome to DTC Marketing Wins, a recurring series examining the successful marketing tactics of DTC brands. Each column will highlight a recent strategy from a brand that can provide a roadmap for other marketers looking to foster consumer connections in innovative ways.

The brand

Founded in 2019, Apothékary is a wellness brand that sells powders and tinctures. Several products, created with the brand’s in-house herbalists, use plant medicine to target issues such as stress, sleep problems and hormonal imbalances. After starting with 10 signature blends and 10 single herbs, the brand now has 16 total products of signature formulas and tinctures.

While Apothékary began by selling direct-to-consumer only, it expanded into wholesaling last fall. The brand now sells at Sprouts brick-and-mortar as well as online at Ulta Beauty.  Apothékary is marketing some products as “alcohol alternatives,” such as a red wine-inspired tincture made from motherwort and berries that is branded Wine Down. Several tinctures have sold out multiple times at Ulta.com and Apothékary is also looking to sell at other retailers later this year, said Theresa Bischof, head of brand.

The idea

The brand began as the brainchild of Shizu Okusa, an investor-turned-entrepreneur who advocates for the positive health impact of herbs and herbal medicine over traditional medications like Advil. Originally from Japan, Okusa wanted to explain her own roots as well as the importance of Japan and its history in the founding of Apothékary. Last year, the brand invited select media on a trip to experience Japan in real life and dig into Okusa’s history as a test to see if there was appetite for such an event. There was, and Apothékary decided to offer the trip to its customers.

“We’re doing a lot on Japan this year and going back to our roots,” said Bischof.

The offer

Earlier this year, Apothékary began promoting an immersive experience called The Journey East. The week-long trip will bring consumers to Kyoto, Japan and include hands-on workshops on Japanese traditions such as Kampo herbal medicine, forest bathing, traditional tea ceremonies and meditation. Interested customers are invited to apply on the brand’s website, where they will be “carefully reviewed” by the Apothékary team, a brand spokeswoman said.

“Join us in Kyoto for a transformative journey designed to reset your nervous system and nurture your mind, body, and spirit,” reads text advertising the trip online.

Bischof said the brand plans to tell the story of its Japanese heritage in marketing throughout the year. The trip will take place in the winter, and the brand was initially planning to choose 10 to 15 individuals. “If there is customer appetite, we will offer additional spaces,” she added.

As of this month, Apothékary had 1,300 customers signed up on the wait list. Those selected will pay for the trip, including activities, meals and travel costs—a spokeswoman provided an estimated cost of $7,500 to $10,000 excluding airfare. Customers will be chosen based on their interest in Japanese culture and willingness to immerse in traditional practices, as well as their wellness alignment with activities planned for the trip, the spokeswoman noted. For example, participants will need to be comfortable with a three-hour meditation session and two hours of forest bathing.

The takeaway

Brands are often looking at ways to connect with their consumers, and DTC brands in particular, with their direct lines to shoppers, are well-positioned to foster such connections. Apothékary’s trip to Japan could serve as a way to strengthen such relationships while also adding educational value and meeting consumer desire for travel experiences. Bischof noted that the first small trip with reporters resulted in multiple media stories; the upcoming retreat will likely create organic social media opportunities from customers.

“We had a ton of Instagram engagement just from the trip and we also had 12 press features afterwards that really tied Shizu and our brand back to Japan,” she said of the first venture.