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K Beauty Brand Activation
 Pop Up, Influencer Event, Editor Meeting

As K-beauty continued to gain momentum in the U.S., I managed PR and brand activation projects for emerging Korean beauty brands Abib and Bano, which still had relatively low brand awareness in the market. My role focused on building brand visibility efficiently through pop-ups, editor meetings, influencer events, community partnerships, and large-scale sampling activations.

Role

PR Project Manager

Period

Apr 2026 ~Jun 2026

Target Markets

US

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     Challenges

1 . Building Awareness for Emerging K-Beauty Brands in a Competitive Market

While K-beauty was already trending in the U.S., Abib and Bano needed to establish clearer brand recognition and credibility among consumers, influencers, and beauty media.

2. Creating High-Impact Visibility with Limited Promotional Resources

The challenge was to generate meaningful exposure without relying on large-scale paid media, by using the right locations, communities, and real-life experiences.

  Strategy & Outcomes

 #1 

High-Foot-Traffic Pop-Up & Influencer/Editor-Led Awareness Building

Selected Upside Pizza in SoHo, a high-foot-traffic New York location, as the venue for Abib’s pop-up activation to maximize visibility with efficient promotional effort.

Outcomes
Invited 30+ editors and influencers to secure social and editorial coverage, while opening the event to the public through a giveaway format that encouraged product trial and brand discovery. 

#2

Dermatologist-Led Storytelling & Experience-Based Product Demonstration

Built Bano’s credibility through editor meetings with leading beauty media, including Elle, featuring Dr. Ban, Bano’s CEO and dermatologist. Extended the same expert-led positioning into an influencer yoga event, where influencers experienced the redness-focused skincare line after yoga, creating an authentic product demonstration around visible facial redness.

Outcomes

  • Supported Bano editor meetings with leading beauty media, helping build trust through dermatologist-led brand storytelling.

  • Led Bano’s influencer yoga activation to promote its redness-care skincare line through real-time product experience.

#3

Community-Led Brand Exposure Through Social Wellness Partnerships

Partnered with Coffee&Chill, a social wellness community with strong U.S. offline and social reach, to expand Bano’s awareness through branded event touchpoints, organic social coverage, and large-scale giveaways. By connecting Bano’s redness-focused skincare line with Coffee&Chill’s cold plunge experience, the activation created a natural product trial moment that highlighted the product’s soothing benefits.

​Outcomes
Distributed 1,500+ product samples within one month through Coffee&Chill activations and generated organic social coverage across multiple U.S. cities.
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