SkinCeuticals to Kick Off National Treatment Tour During NYFW
SkinCeuticals is going on tour.
The L’Oréal-owned brand will launch its Treatment Tour in New York City this weekend, aiming to boost brand awareness and offer guests a glimpse into its service-led skin care stores called SkinLabs.
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The brand’s Treatment Truck will be parked at 13th Street and 9th Avenue from noon to 6 p.m. on Friday, and 10 a.m. to 6 p.m. on Saturday and Sunday.
“This Treatment Truck is our first time doing an experiential activation — we want to educate consumers on the importance of pairing treatments and skin care, because that’s what gives an optimal result,” said Amy Sloan, head of business strategy and growth at SkinCeuticals.
At the truck, guests can receive skin consultations, complimentary professional treatments, samples of the brand’s hero C E Ferulic serum, H.A. Intensifier or Phyto Corrective Masque and $50 treatment credit for select SkinCeuticals SkinLab locations, of which there are 10 so far.
“[The tour] is going to bring to life how we are pioneering the integrated skin care space, while creating an approachable way for those younger consumers who aren’t always going into a traditional medical environment or SkinLab, to learn about our brand and what integrated skin care is,” Sloan said.
Among the services visitors can opt into and book ahead of time are facial peels, hand peels, mini consultations and both in-depth and mini consultations. Over the next year, the truck will hit 10 cities, with the next stop being a yet-undecided location in California in early 2024.
“Education is at the core of who we are as a brand, and when we thought about how we can expose our consumer and wider audience to this SkinLab concept, this Treatment Truck came to life,” Sloan said.
SkinCeuticals opened its first SkinLab location in 2020 in Napa, California, with the aim of offering consumers “accessible aesthetics” by enlisting a roster of physicians, plastic surgeons and dermatologists to deliver services, the brand told WWD at the time. Today, one of the brand’s most-requested services is its SkinBright treatment, which starts at $250 and pairs a HydraFacial with a chemical peel to boost the complexion.
Soon, the brand will open its 11th SkinLab in Orlando, Florida.
“We try and pick markets that are hot for us — where we know we have an opportunity to tap into our existing consumer base but also reach new consumers,” Sloan said. “We already have a SkinLab in Miami, and this [new location] allows us to expand our footprint in Florida, which has been a goal for us.”
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