Eighteen B ‘Firm + Replenish Serum’:
A Hero Product Launch
Led the integrated campaign for Eighteen B’s flagship product launch, positioning the serum as both a science-backed innovation and a daily ritual. The launch marked a turning point for the brand, expanding its footprint through its first-ever pop-up experience in NYC, a press preview, and a robust influencer strategy that prioritized storytelling and trust.
To support the serum’s debut, I led creative direction for the campaign imagery—capturing the science-backed sophistication of the brand’s proprietary silk protein in a visual language that felt modern and culturally relevant. I hired and directed a photo team, cast a diverse range of models, and crafted visuals that balanced softness and strength.
At launch, the campaign earned coverage in over ten top-tier publications, including Vogue, Allure, and The Zoe Report.
Inside the Eighteen B x Hill House Home pop-up on Bleecker Street. Photography by
Grace Rivera.To introduce the new serum, we created a moment during NYFW to connect the brand with editors, tastemakers, and potential customers.
In partnership with Hill House Home, we transformed their iconic Bleecker Street storefront into a weekend-long pop-up and hosted a press preview event that brought the product story to life—featuring sensorial touchpoints, ingredient education, and curated brand moments.
Beauty expert Bianca Jade tests Eighteen B’s serum. The campaign reached over a million viewers.
To drive buzz and build authentic advocacy, I developed a targeted seeding strategy that reached over 100 editors and influencers. Each received a thoughtfully assembled gift set that reflected the product’s promise of beauty and restoration. The campaign sparked strong word-of-mouth, UGC, and early traction across social channels.
At launch, influential voices shared campaign content and spoke authentically to the benefits of b–silk protein™. (Photography by
@sisiliapiring and
@breemccoolphoto).
