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™. 
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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.

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.