a silky smooth launch
To celebrate the launch of amika’s latest frizz-fighting innovation, Smooth Over, a 60-second in-shower smoothing treatment, Mother Sauce Creative brought the brand’s playfulness and charm to life with a fully custom-designed pop-up in the heart of New York City's Nolita neighborhood. Designed for amika’s community of VIPs, creators, and press, the experience spotlighted both the professional and at-home formulas through a series of immersive moments crafted to highlight the benefits and key messaging of the launch. Taking cues from the of-the-moment coquette trend, the pop-up featured the amika: Silky Smooth Bow Bar & Salon, a dreamy, pink and orange salon space where guests had their hair styled with silky ribbons and bows by celebrity hairstylist Pekela Riley and team.
Popped up in Manhattan's Nolita neighborhood
The experience unfolded across a series of playful, touchable moments: guests were gifted satin pillowcases and silk head wraps hand-embroidered with chain stitched names and phrases on-stite, nibbled on custom-crafted jello bites, and sipped pastel-hued smoothies inspired by the product’s color palette. A lush amika: shower photo wall offered the perfect selfie moment, while a customized gifting bar let guests take home their own smoothing essentials. Tarot card readings were offered in exactly an amika minute, a cheeky nod to the time it takes the treatment to work in the shower or at the salon. The event not only delivered over 1.5 million impressions, but also created a memorable, tactile world for the brand to connect face-to-face with hundreds of top-tier creators, tastemakers, and beauty insiders.
