THE INKEY LIST
The INKEY LIST — Exosome Hydro-Glow Product Launch 2025
Experiential conception, development, design, executionA pop-up experience in New York City.
THE UMBRELLA was commissioned by PR agency Bux & Bewl and up-and-coming skincare juggernaut The Inkey List to produce a viral & out-of-the-box product launch for their revolutionary new Exosome Hydro-Glow serum.
We developed a concept which contrasted the highly advanced technology contained in this revolutionary new product, available at Sephora for only $22, with the ‘obsolete’ and exponentially more expensive process of getting a professional facial. The activation was formatted as an exhibition and a ‘retrospective’ of skincare. Each and every element in the exhibition had a descriptive placard, as if they were items in a museum.
An ‘education corner’ gave a crash course to guests on the exosome technology with three interactive plinths outfitted with oversized graphic captions.
The front space of the iconic ‘The Hole’ gallery in Noho, was outfitted as a museum of obsolete beauty practices, complete with a spa chair, a ‘waiting room’, a blown up receipt & checkout station representing the time & money it used to take to get similar results.
As guests advanced through the exhibition, it evolved into a series of typical archetypal NYC bathroom vanities representing that the future of professional level skincare results is possible inside the convenience of your own bathroom.
At the end of the exhibition we built a futuristic, sci-fi inspired ‘aspirational’ bathroom, which also served as a photo moment & stage for the Inkey List founders, Colette Laxton & Mark Curry, to give live demonstrations and q&as throughout the day.
When
March, 2025
Where
New York City
Client
The Inkey List
PR Agency
Bux & Bewl
Creative Agency & Production
THE UMBRELLA
Photography
Charles Roussel
Services
Creative Direction
Project & Event Management
Event Production
Location Scouting
Print & Graphics
Technical Direction
Content Capture
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