Dare to Bare with Julep Beauty
Julep is steeped in Korean skincare traditions mixed with innovation to deliver results without a complicated routine. With the belief that beauty should be effortless, fearless, and above all —fun to explore with girlfriends— Julep is about more than just making you look good, it should make you feel good in your own skin.
Beach House was retained to bring awareness to the brand’s entry into K-skincare. We developed a multi-layered campaign called “Dare to Bare," supporting the idea that the brand’s skincare makes your skin so healthy and radiant, you don’t even “need” makeup — you’re comfortable baring your own beautiful skin with nothing on it.
At the heart of the program was an interactive, experiential event for a curated group of beauty editors and tastemakers — from Kandee Johnson to Louise Roe — who indulged in a mini facial with Julep's cleansing products, had bonding time with founder Jane Park, and participated in our "Dare to Bare" photoshoot to show off cleansed, bare skin sans any makeup — dressed only in a customized floral robe and glowing, radiant skin.
“Buffs away the muck from your face, leaving a softer, smoother complexion.”
“Julep founder and CEO Jane Park exfoliates before she applies any makeup. ‘It saves time because your lipstick, makeup, everything goes on smoother after,’ she explains. Park uses Julep’s Konjac Sponge for gentle daily exfoliation.”
HOW DID WE DO IT?
Media Relations
Creative & Art Direction
Photography
Influencer Relations
Digital Content & Post Production
Social Media Strategy
Brand Communication Strategy
Contract Negotiation
Event Activation
THE RESULT?
Unique owned content for paid and earned, as well as amplification from each guest to reach an organic, highly engaged audience of over 10M qualified followers. Quality media coverage across Cosmo, People, Bustle, Shape, LHJ, Refinery, Allure & more, resulted in millions of impressions. Dozens of retailer tags across both social and media coverage generated traffic and sales.
“ A gamechanger in the skincare department.”
“Those with parched and greasy complexions alike will adore the way this oil thoroughly cleanses their skin without leaving any sticky residue behind. It’ll even pull out the gunk that’s deep within your pores, making them look smaller.”
“For all the K-beauty fans on your list...”
“This innovative (and travel-friendly) cleansing stick contains rice bran oil to deeply remove dirt, excess oil, and impurities while it gently yet effectively exfoliates the skin with natural pomegranate enzymes.”
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