SKIN1004, a skincare brand under global beauty value chain company Craver Corporation, has launched its 'SUN OUT, SERUM ON' campaign in New York, focusing on its bestselling product, the Hyalu-Cica Waterfit Sun Serum.
Running from September 24 to 27, the campaign features a 'Sun Serum Vending Machine' across four key locations: Astor Place, Williamsburg, Meatpacking District, and SoHo. This initiative aims to enhance direct consumer engagement and brand experience by allowing visitors to experience the product while connecting this to social media content and flagship store visits.
Unlike traditional strategies that gather consumers in specific locations, SKIN1004 seeks to engage them along their daily routines, thus integrating the brand into their lifestyle. The vending machine will operate in different areas daily from 11 AM to 6 PM, where visitors can upload related social media content and complete a brief survey to receive a sample of the Sun Serum.
The campaign also provides information about the New York flagship store and key purchasing locations to machine visitors, offering additional gifts for those who visit the flagship store. This approach links product experience with social media content and offline store visits, effectively extending brand engagement.
As part of the 'SUN OUT, SERUM ON' campaign, an OOH (Out of Home) advertising initiative will run parallel to the vending machine events. Until October 11, SKIN1004 will focus on maximally exposing its brand and the Sun Serum through major transportation routes, such as subways and taxis. The strategy aims to increase brand awareness while creating integrated consumer touchpoints from advertising exposure to product experience and store visits.
CEO Jeon Hang-il of Craver Corporation described the 'SUN OUT, SERUM ON' campaign as a means to broaden the connection between the brand and consumers, enhancing direct experiences of SKIN1004 in everyday life. He emphasized the company's commitment to expanding SKIN1004's global presence through diverse brand experiences that directly engage local consumers in key international markets.
