If I were on your team, this is where I’d start.

THE BIG IDEA FOR DECIEM

The Creator Lab

Influencer & PR Campaign | Touring Pop-Up | Education-Led Sampling | Content Strategy | CRM Integration

Skincare can be overwhelming, especially when it’s smart. With actives, percentages, and pH levels across DECIEM’s range, the average customer is often left feeling unsure of what they actually need.

The DECIEM Creator Lab is a pop-up experience designed to demystify skincare and elevate DECIEM’s commitment to transparency and science-first education. This campaign is centred on helping creators and consumers understand what actually works for their skin, and why.

Set in Copenhagen (with potential to scale to Stockholm and Oslo), the Creator Lab brings together education, experience, and earned media, creating a brand moment that lives far beyond the walls of the space.

The Skin School Touring Pop Up

The Skin School is a touring pop-up across Copenhagen, Stockholm and Oslo, designed to bring skincare education to life in a way that feels elevated, accessible, and genuinely useful. Each stop includes exclusive press and creator previews in the morning, followed by public-facing sessions throughout the day.

Guests take part in a 20-minute skincare session guided by DECIEM educators. They'll complete a quick skin quiz, learn how to layer ingredients properly, get tactile with product textures, and build a 2–3 product routine that actually fits their skin’s needs. At the end, they’ll receive a personalised Routine Card and take-home sample kit, with a follow-up email journey to help them stay consistent.

Importantly, this experience is not just for influencers, it’s open to beauty lovers too. A small ticket fee secures a spot (fully redeemable on product), creating value and access. Creators, media and press are invited to dedicated preview sessions with more time for content capture and one-on-one consults.

Creator-Led Content & Digital Rollout

The content that comes out of the Creator Lab is as rich as the event itself. Every attending creator receives a content toolkit, including visuals, edit guides, and talking points, to help them create authentic, informative posts in their own voice. Think: routine walkthroughs, "what I learnt at Creator Lab" reels, ingredient explainers, and lo-fi skincare diaries.

Content ideas include:

  • Routine Walkthroughs – how they’re using their DECIEM edit in real life

  • Skincare Diaries – behind-the-scenes snippets of their skin journey post-event

  • Before & Afters – tracking progress over a few weeks, shot on their phones

  • Get Ready With Me – personal routines, grounded in real understanding

Alongside this, DECIEM will launch a Nordic-wide digital hub hosting creator content, BTS clips, skincare myth-busting explainers, and DECIEM trainer Q&As. All content links to shoppable routines curated by skin concern or product range — bridging the gap between education and action.

Sampling That Feels Personal

Instead of generic gifting, each attendee walks away with a routine tailored to them. The skin quiz, completed at the event or online, maps guests to an “Edit” — like Texture + Tone or Barrier Rebuild — and provides a focused product journey to try. Every sample kit includes QR codes for easy purchase and a personalised follow-up via email.

This approach positions DECIEM as not just a product brand, but a guide. It increases the chance of product adoption, while also driving CRM growth through quiz completions and sample-to-purchase journeys.

WHY IT WORKS

This campaign blends what MAC does best: artistry, trendsetting, and self-expression, with the kind of real, story-led content that resonates today.

By tapping into the “model off-duty” moment, we position MAC not just as the runway look, but as the one you keep reaching for after the lights go down.

It’s a fresh way to drive product discovery and storytelling across digital, retail, and CRM touchpoints, anchored in Fashion Week but built to last beyond it.