Teen Vogue x OPI GELement LED Lamp & Polish

The Challenge

Introduce a new at-home gel innovation to Gen Z consumers while generating launch buzz and awareness in a category where trial, ease of use, and social proof drive adoption.

The Insight

Gen Z beauty consumers build trust through hands-on experience and socially shareable moments, not traditional product claims. Experiential trial paired with platform-native storytelling accelerates both understanding and desire—especially for new beauty technology.

Go-To-Market Strategy

I owned the experiential launch strategy, using the Teen Vogue Summit as a strategic cultural and trial-driven distribution moment rather than a standard event sponsorship. The activation was anchored to an immersive lounge experience that combined live product trial with social-first content capture, connecting OPI’s technical innovation to Gen Z’s self-expression and style-driven mindset.

The Impact

• Introduced OPI’s GELement system through direct product trial, reducing friction for first-time adoption

• Generated social buzz and editorial credibility within a Gen Z–relevant cultural moment

• Positioned OPI as an innovative, self-expression–driven brand for a new generation

• Established a repeatable experiential launch model for future beauty tech innovation