MiiN Cosmetics | Launching Korean Skincare in Italy
MiiN Cosmetics — a Korean skincare brand committed to bringing the essence of K-beauty to Europe through its curated product line, e-commerce platform, and flagship stores in major cities.
Objectives
Market Entry: Establish MIIN in the Italian market.
Flagship Launch: Drive attendance and awareness for the Milan flagship store’s opening.
Brand Awareness: Elevate MIIN’s presence both online and offline.


Strategic Approach & Solutions
Multi-Stage Launch Events:
• Curated exclusive press day
• Influencer event with tailored K‑beauty routines
• Grand opening for the public, supported by live social storytelling, product sampling, and branded gifting.


Comprehensive Press Strategy:
• Design and delivery of tailored materials including press releases, product sheets, and branded visuals.
Influencer Marketing Ecosystem:
• Handpicked beauty influencers invited to explore, test, and share personalized skincare routines
• Gifting strategy with beauty kits designed to inspire content creation
• Ongoing Instagram engagement supported by offline gifting and digital interactions, driving organic fan-base growth




Drive‑to‑Store Campaigns:
• Digital ads (Instagram, targeted display) promoting store opening and product discovery
• Live social media storytelling during the events, encouraging visits and conversions


Results & Impact
Flagship Launch
• 3-tiered event strategy successfully activated press, influencers, and consumers
• Strong day-one footfall, driven by live coverage and social buzz
Media Performance
• Multiple features in premier fashion and beauty outlets—both print and online
Digital Growth
• Instagram followers increased significantly — with double-digit growth in engagement
• Influencer content generated high-reaching stories and posts, amplifying brand visibility






Why It Worked
Integrated Live & Digital Execution: Seamless coordination of IRL events with real-time social amplification.
Tailored Brand Immersion: Press, influencers, and consumers all experienced the K‑beauty philosophy first-hand.
Sustained Engagement: Ongoing influencer gifting and community management extended the launch momentum into repeat sales.