The Inkey List is opening an immersive “hydrating” billboard to promote its new skin care campaign and tease its first product launch of 2025.
The British skin care brand’s ‘Hydration Tap’ out-of-home activation aims to spotlight hydration as the foundation of skin health after discovering that 91% of people are said to have dehydrated complexions.
At the billboard, situated at the junction of Quaker Street and Braithwaite Street in Shoreditch, London, visitors will have their skin’s hydration levels tested by The Inkey List team using a device.
Then, an interactive tap – which is activated by pressing a button – will dispense a free 30ml The Inkey List Hyaluronic Acid Serum.
There will also be opportunities to win a token, which allows visitors to claim a free skin care routine based on their results from The Inkey’s List’s quiz.
Not to mention receiving a first look and trial sample of The Inkey List’s latest product, which launches in January 2025.
The Inkey List’s hydration billboard opens on 9 December. Members of the public can visit from 12pm to 5pm.
Between 8 and 15 December, a 17-sheet billboard will be present in the area alongside the main experience.
Mark Curry and Colette Laxton co-founded The Inkey List in 2018 with the aim to demystify cosmetics jargon via an affordable skin care offering.
The company has been expanding its remit over the past year, having broken into both the spot patch and lip care categories.