Eighteen B ‘Firm + Replenish Serum’
Campaign Launch

In September 2019, I helped lead Eighteen B’s newest product launch, Firm + Replenish Serum. I owned the campaign imagery, the brand’s first-ever pop-up shop in NYC, press preview event, and influencer relationships and seeding.
Photography by David William Baum.


Brand Marketing Launch
Influencer Strategy
Creative Direction & Production


ElleAllureVogueThe Zoe Report
To establish an approachable yet elevated introduction to the brand,
I concepted and hired a photo team to capture the soft-yet-strong properties of silk, inherent in their proprietary ingredient, b-silk protein™. We created sophisticated images that exude a luxury skincare product, yet was still contemporary enough to fit within the cultural zeitgeist. For models, it was important that we focused on a range of models that exhibited the intended age demographic. Playing into the fall season, we strived for poses that were confident, fun, edgy, and full of attitude.

At launch, the brand was featured in over ten publications: Vogue, Allure.com and The Zoe Report, just to name a few.
A peek inside Eighteen B's pop-up within Hill House Home's store on iconic Bleecker Street, NYC. Photography by Grace Rivera.

NYC Pop-Up and Press Preview Event

The launch of Firm + Replenish Serum coincided with NYFW. To maximize exposure, I enlisted the help of the agency, The Setting, to help us create a momentous launch event amongst tastemakers and press editors. They introduced us to Hill House Home, a brand whose silk bedding collection was a natural nod to Eighteen B’s key ingredient, b-silk protein™. 

In collaboration with Hill House Home's founder, Nell Diamond, Eighteen B hosted a weekend-long pop-up at their store on the iconic Bleecker Street. To kick off the partnership, we hosted a preview event for editors, influencers, and local tastemakers.

Guests enjoyed product testers merchandised within the store and were engaged in learning the science behind the innovation of their proprietary ingredient, b-silk protein™. For refreshments, complimentary cocktails were served by the coveted spirits brand Haus, and light bites were served by Bleecker Street’s Bonberi.
Social engagement from the pop-up and event reached over 500,000 viewers. In this photo, beauty expert Bianca Jade is testing Eighteen B's serum.

Influencer Relationships, Seeding, and UGC

For influencer engagement and seeding, we not only wanted to introduce the brand to new tastemakers, influencers, and press editors, but wanted to ensure that we partnered with those who could speak to the benefits of the product and the key ingredient, b-silk protein™. 

The Setting helped to seed to 100 influencer and press editors; each received a customized gift set including an Eighteen B tote bag and serum, an embroidered silk eye mask in collaboration with Hill House Home, and a mini bottle from the spirits brand Haus.
At launch, we garnered the support of over 20 influencers who posted content about the product launch and the benefits of b-silk protein™. (Photography by @sisiliapiring and @breemccoolphoto).