SERVICE: PRESS OFFICE, EVENTS & INFLUENCER MARKETING
SETTORE: BEAUTY

MISSION
Position MiiN Cosmetics as the leading multibrand destination for Korean skincare in Europe, while strengthening its presence and cultural relevance in the Italian market. Through a comprehensive brand and communication strategy, MiiN aimed to build awareness, trust, and desirability among beauty, fashion, and lifestyle audiences.

The approach combined consistent editorial storytelling and a two-tier influencer strategy—balancing lifestyle-driven content with expert authority—to organically expand the brand’s visibility across multiple touchpoints. This was further amplified through a curated brand event in Milan, conceived to engage top-tier content creators, fashion stylists, editors, and cultural tastemakers, offering an immersive experience that translated MiiN’s essence into a tangible, shareable narrative.

Together, these initiatives reinforced MiiN Cosmetics’ positioning as the go-to reference for K-beauty in Europe, connecting the brand’s authenticity and expertise with a contemporary, trend-driven audience.

STRATEGY
The strategy focused on building a strong and distinctive presence for LH36 through an integrated approach combining high-impact content production, data-driven social media management, and targeted press relations. Content creation centered on visually powerful assets inspired by the brand’s bold color palette, showcasing diversity and inclusion through curated still life imagery and makeup looks on a wide range of skin tones.

In parallel, influencer marketing activity ensured a cohesive and engaging narrative, aligned with campaign calendars and supported by real-time community interaction and performance optimization. The press office reinforced visibility through continuous editorial pitching, strategic mailings, and storytelling that reflected LH36’s creative and inclusive identity.

To amplify the brand’s momentum, the launch of the Korean SPF campaign was celebrated with an exclusive rooftop event in Milan, curated for top-tier beauty and lifestyle press and influencers. Every detail—from the venue setup to custom decor and signature cocktails—was designed to translate LH36’s sun protection philosophy into an immersive brand experience, merging beauty, culture, and style.