Following ANUA’s announcement of Kendall Jenner as its newest global ambassador, the K-beauty brand celebrated the partnership this weekend with its “Dew on the Go” pop-up in SoHo, produced by CNC Agency.
Ahead of the activation, CNC Agency and ANUA launched a weeklong NYC OOH campaign including wild postings and sidewalk stencils throughout the city. The campaign also included a social challenge encouraging consumers to share photos of the wild postings for the chance to redeem a complimentary ANUA product at the pop-up.
The “Dew on the Go” NYC pop-up, celebrating the launch of ANUA’s new PDRN Mist, kicked off with a VIP influencer preview on Friday (where Kendall was in attendance!), before opening to the public throughout the weekend at 21 Greene Street in SoHo.
The VIP event featured food and beverages, a live DJ, product to sample, demonstrations by celebrity makeup artist Mary Phillips and a first look at the activation. Throughout the weekend, there was product trials, exclusive pop-up merchandise, complimentary gifts, interactive experiences including a photo booth and claw machine and on-site shopping opportunities featuring ANUA’s bestselling skincare products.
As the experiential agency behind beauty activations for brands including Summer Fridays and Real Actives, CNC Agency continues to help leading beauty brands connect with consumers through immersive, culturally relevant experiences.
