skin1004 nyc launch
For the New York City launch of SKIN1004, I supported the ideation and creative direction of a multi-channel campaign designed to raise brand awareness in a new market and drive footfall to the brand’s opening of their flagship store.
A key challenge of the launch was finding the right balance between maintaining Skin1004’s Korean skincare heritage and ensuring the brand felt relevant, accessible, and differentiated within an already saturated Western skincare market. The strategy needed to cut through noise without losing the calm, ingredient-led integrity that defines the brand.
The Creatively, the campaign followed a two-pronged approach. The first phase was product-led, placing Skin1004’s hero ingredient, Centella Asiatica, at the centre of the messaging and sampling. This ingredient-first direction focused on clarity, efficacy, and education allowing the brand’s USP to cut through the noise and establish trust within a crowded category.
The second phase introduced models, skin, and a softer, more emotive visual language. This shift reflected the brand’s nature-inspired voice and connected the product story to real people and real routines. Natural elements, skin-focused imagery, and a sense of calm were used to mirror the flagship store’s design, creating a seamless link between campaign communications and the in-store experience.
As Skin1004’s first entry into the U.S. market, the launch needed immediate impact in an already saturated skincare landscape. The strategy leaned into scale and visibility, using high-impact Out-of-Home placements to establish presence quickly and confidently. Large-format executions across New York City including Times Square placements, subway takeovers, and painted murals — were used to put skin directly in people’s faces, ensuring the brand felt unavoidable, recognisable, and relevant from day one.
Working closely with the wider creative and strategy team, I supported the development of the overarching multichannel touchpoint campaign and rollout across Out-of-Home placements, sampling initiatives, and influencer-led events and photo shoots. Each touchpoint was designed to prioritise real product interaction and education, encouraging consumers to experience the calming benefits first-hand.
I supported artwork direction and artworking across campaign assets, helping translate strategic thinking into consistent visual executions across physical and digital environments. I was also involved in developing the creative direction for a new campaign shoot (not yet live), intended to introduce fresh imagery that felt modern, sensory, and aligned with Western consumption while remaining true to the brand’s Korean skincare roots.
Throughout the project, I worked collaboratively across teams to ensure the creative direction remained cohesive, culturally sensitive, and strategically aligned contributing to a launch that balanced heritage with modernity, education with experience, and awareness with intent.
2025/2026
NYC
