SLEEP SMARTER
Erno Laszlo
AHA Resurfacing Sleep Serum
The Concept
The Concept
Services
Social Media Strategy
Social Media Concept
Media Partnership
Influencer Event
Influencer Activation
Consumer Event
Gifting Partnership
To launch Erno Laszlo’s AHA Resurfacing Sleep Serum, I led a dreamy, evening-themed 360° activation that brought nighttime skincare to life. We highlighted the formula—powered by a smoothing cocktail of AHAs, Gogi Berry, and wild plum—beyond the shelf debut.
We partnered with self-care oasis, Chillhouse, and editorial site, The Chill Times, to create a wind-down world that lived across social, digital, and IRL moments to maximize our brand awareness within their highly engaged millennial community.
Social Concept
Built social-first “Sleep Smarter” campaign blending iridescent visuals, ingredient education, and lifestyle content to create buzz and drive engagement.
Through a mix of crowdsourced moments, inspirational posts, and a slow-reveal rollout, we built anticipation. With testimonials and influencer content , we added depth, while sleep-focused storytelling reinforced our brand message and connected on a more meaningful level.
Results:
• 17 total posts
• 307K+ impressions
• 4,516 likes
• 223 comments
• 3,827 net new followers
Influencer Partnerships
We partnered with 8 mid-tier and macro influencers across beauty, skincare, and lifestyle to boost brand awareness, generate engagement, and educate consumers on the new AHA Resurfacing Sleep Serum. Prioritizing video-first content, the campaign drove strong engagement and reach across social platforms.
Results:
• Reach: 6.1M
• Total Views: 529K
• Top Post Views: 300K
• Site Clicks: 2,388
• Follower Growth: 2,774
• Total Likes: 47,192
• Total Comments: 3,103
• Top Post Swipe-Ups: 2.3K
• Followers Gained from Single Post: 953
Media Partnership
Collaborated on a custom editorial content feature, The Sleep Diaries: How We Sleep Smarter, syndicated across social platforms and email on The Chill Times website. This blog post, promoting the AHA product and consumer activation with founder Cyndi Ramirez, achieved a 94% completion rate and became the most visited post on EL.com for the month.
Content Partnership
We co-promoted the launch through a multi-channel partnership with Chillhouse, spanning social, blog, email, and web. The activation included 217 total content pieces across social posts, Facebook Live, a giveaway, custom editorial, and email.
Highlights included:
• AHA Skin Diaries: 6 influencers shared their routines and product experience through UGC and editorial features
• Top-Performing Blog: Our Erno Laszlo interview with Chillhouse founder Cyndi Ramirez saw a 93.57% completion rate—the most-read blog on EL.com that month
• Giveaway Engagement: 1,000+ entries, with 428 from social
• Email Performance: Custom series with a 13% open rate + editorial feature on Chillhouse.com
• Impressions: 2.2M total reach
Consumer Activation
We brought the Erno Laszlo brand to life with a month-long in-store takeover at Chillhouse, blending skincare, wellness, and experience-driven retail.
Activation highlights:
• Branded merchandise shelf featuring 5 Erno Laszlo best-sellers + the new AHA Resurfacing Sleep Serum
• Custom "Goji to Sleep" beverage inspired by key serum ingredients — 102 sold
• Two exclusive manicures inspired by AHA Sleep Serum — 70 appointments booked
• 3K+ impressions through foot traffic at Chillhouse
Influencer Activation
Sent 300 custom branded mailers to editors, macro and micro influencers with a CTA to share our campaign #SleepSmarter. The mailer included lifestyle elements, branded slippers + Goji Berry Tea.
Results
Reach +57MM
Impressions to date +22MM
Unique Posts: 129 (out of 180)
Post rate 71.6%
Launch Event
Hosted a private, two-hour influencer and media event at Chillhouse’s Soho flagship to bring our “Sleep Smarter” campaign to life through immersive, nighttime-inspired experiences.
Event highlights
• 80+ top editors and influencers in attendance
• Custom manicures, mini massages, meditation, and hair braiding
• Sleepover-inspired snacks, gift bags, and a signature “Goji to Sleep” beverage
• Campaign education woven into every touchpoint
Results
5.2M impressions (not including influencer coverage)
Gifting Partnership
Selected to be included in the Makeup by Mario Mastercourse gift bags of makeup artists, lead by celebrity Makeup Artist Mario Dedivanovic. Mario personally teaches them in an intimate studio environment.
Brand awareness at scale with a highly relevant audience.
The partnership was promoted on both Mario'‘s personal Instagram, as well as @TheMasterclass, generating a total of 15.8M impressions.