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.
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.
An ‘education corner’ gave a crash course to guests on the exosome technology with three interactive plinths outfitted with oversized graphic captions.
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.
Client
The Inkey List
PR Agency
Bux & Bewl
Creative Agency & Production
THE UMBRELLA
Photography
Charles Roussel
When
March, 2025
Where
New York City
Services
Creative Direction
Project & Event Management
Event Production
Location Scouting
Print & Graphics
Technical Direction
Content Capture
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