innisfree Sydney Store Launch

Styled by Louisa Curtis


Viska PR approached S|LC to create a media launch event for beauty brand innisfree. S|LC produced a breakfast to launch the concept store to media and influencers to generate hype and media awareness around the brands launch into Sydney.

If you haven’t heard of innisfree, their philosophy revolves around all things ethical, offering skincare with naturally-derived ingredients that are responsibly sourced from Jeju Island.

With innisfree having already opened their first concept store in Melbourne in June 2018 the beauty world was eagerly awaiting its launch in Sydney’s Queen Victoria Building (QVB).

The media breakfast took influence from innisfree’s philosophy, centering the concept around Jeju island and making guests feel as though you were on a island, which is known for its beautiful beaches and volcanic landscape. However, housing the event way above sea level at Sydney Tower Studio in Westfields iconic tower in the heart of the city.

S|LC developed social media moments that linked back to Jeju Island and the brands ethos, creating a living greenery media wall inspired by tropical foliage and greenery from the island and a beautifully curated table setting including personalised plates.

innisfree Sydney media breakfast table setting
innisfree Sydney media breakfast product stying
innisfree Sydney media breakfast product styling

Following the breakfast, media were given an exclusive preview of the new concept store at QVB where they were given a $100 voucher to spend in store prior to opening to the public. More than 800 eagerly awaiting customers lined up to get a sneak peak of the new store and products. See Daily Mail coverage

innisfree Sydney QVB store opening
innisfree Sydney QVB store opening line
innisfree Sydney QVB store

Following the success of the Sydney launch event innisfree approached S|LC to help with their store activation at Melbourne’s Highpoint Shopping Centre.

We look forward to seeing more innisfree stores pop up around Australia in the coming months!

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