Skin1004 New York Flagship Launch

Influencer.

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Experience.

Strategy.

Creative.

Taking SKIN1004 to the streets: A citywide sampling experience driving buzz ahead of the NYC flagship opening.

To build early momentum ahead of SKIN1004’s first U.S. flagship opening in Soho, we launched a full 360° brand activation campaign that brought the brand directly into the rhythm of New York City. Alongside a travelling sampling experience that moved from Meatpacking to Williamsburg, the programme combined large-format OOH, a dedicated campaign shoot, and intimate influencer moments to introduce SKIN1004’s calming, skin-soothing philosophy in an authentic and culturally resonant way. By blending discovery-led pop-ups with warm, ingredient-inspired treats, premium content creation, and high-visibility placements across the city, the campaign created a memorable first touchpoint for consumers while steadily building anticipation for the January 2026 store opening.

Objective.

Drive sustained brand awareness, buzz, and meaningful consumer engagement in the months leading up to SKIN1004’s first U.S. flagship store opening in Soho, New York, in January 2026. The goal was to spark conversation, build anticipation across key NYC neighborhoods, and create an early emotional connection with consumers through a multi-phased approach.

Strategy.

Over a six-month period, we delivered a comprehensive launch strategy built around three distinct phases – Teaser, Immerse, and Launch, each expanding SKIN1004’s presence and deepening consumer affinity through layered storytelling and immersive experiences.

The Teaser phase began in September and October with a travelling SKIN1004 sampling truck popping up in high-footfall locations, including Meatpacking and Williamsburg. These first activations invited passersby to sample SKIN1004’s hero products while enjoying branded treats such as vanilla and cinnamon-filled hotteoks inspired by Centella ingredients. This early mechanic encouraged trial, sparked organic conversation, and created the first wave of localised buzz.

To support narrative building during the Teaser phase, we produced a dedicated content shoot capturing the full suite of campaign assets. These visuals informed PR materials, digital storytelling, and ultimately the out-of-home creative used during the later phases of the campaign.

Ambient OOH helped weave SKIN1004 into the fabric of New York. Wildposting appeared across key neighbourhoods, complemented by four nights of large-format projections and branded SKIN1004 stencilling throughout Soho, subtly signalling the brand’s arrival while driving intrigue.

Creative.

December and January marked the Launch phase, where the brand scaled its visibility through a major OOH takeover timed with the flagship store debut. This citywide presence included an immersive subway and transit wrap, Times Square digital domination, branded shuttles, and a network of digital urban panels. These high-impact touchpoints amplified the excitement building around the store’s opening.

To mark the flagship’s arrival in Soho, we produced an experiential press and influencer launch event that brought SKIN1004’s ethos to life within the new space. The experience bridged education, sensorial discovery, and content creation moments, cementing the brand’s entrance into the U.S. market.

Results.

Across six sampling days and months of layered brand moments, more than 8,000 consumers engaged directly with SKIN1004. The sampling mechanic, which required guests to follow the brand to unlock the final product, consistently drove spikes in SKIN1004’s social following during each activation window. Combined with a sustained OOH presence and targeted influencer programming, the campaign delivered widespread visibility, anticipation, and momentum, successfully preparing the market for SKIN1004’s first U.S. flagship opening.

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Taking SKIN1004 to the streets: A citywide sampling experience driving buzz ahead of the NYC flagship opening.

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