Seoul Skincare Meets NYC Streets
To kick off summer, Beauty of Joseon tapped Mother Sauce to concept and produce a high-impact activation for the launch of their Daily Tinted Fluid Sunscreen, centered around the viral Busy Girl campaign, a visual world also brought to life and produced by Mother Sauce. The brief: create moments that were mobile, memorable, and impossible to miss to drive awareness and brand affinity. Over three days, we hit the streets with six custom-wrapped coffee carts across Manhattan and Brooklyn, serving complimentary coffees and teas alongside samples of the new Beauty of Joseon tinted SPF. Each cart acted as a real-world extension of the campaign’s "girl-on-the-go" energy, placed at high-traffic hubs including Fifth Avenue, Union Square, Williamsburg, and SoHo.
Beauty of Joseon Busy Girl Coffee Pop Ups & Partnerships
To further drive buzz, Mother Sauce partnered with Leon’s Bagels for a weeklong takeover at their Mulberry and Thompson Street locations and create a custom Iced Injeolmi Cream Latte with Korean Rice Cakes and Salted Caramel Cream Cheese on Cinnamon Raisin Bage. These limited-edition menu items were inspired by the brand’s Korean roots and the sunscreen’s range of 12 shades. It was a strategic crossover designed to capture both foot traffic and cultural relevance. In total, 6,000+ free drinks served from the coffee cart pop ups, 1,500+ custom Leon’s items sold, 21,000+ product samples distributed, and over 2M+ social impressions were garnered from two days of influencer visits at Leon's Bagels.
