Tower28 CEO Amy Liu Discusses Innovative, Interactive Billboard Campaign in Competitive Beauty Landscape

The beauty industry, a sector long characterized by rapid innovation and fervent consumer engagement, is currently experiencing an unprecedented surge in competition. This intensified market dynamic is compelling brands to explore novel strategies for differentiation and consumer connection. Amy Liu, the visionary CEO and founder of Tower28, a clean beauty brand known for its minimalist and effective formulations, recently shared her insights on navigating this challenging environment, particularly highlighting the brand’s groundbreaking interactive billboard campaign in New York City. In an exclusive interview with Glossy, Liu detailed the ambition, execution, and lessons learned from this unique marketing initiative, which aimed to move beyond traditional advertising and foster a more direct, sensory experience for consumers.

The genesis of this ambitious campaign stemmed from a fundamental observation by Liu: the beauty market’s evolution from a monologue to a dialogue. "I’ve worked in beauty for 24 years now, and I don’t think I’ve ever seen it more competitive than it is right now," Liu stated, underscoring the perceived saturation and intensity of the current market. She characterized the industry as being at a "real peak right now, and a bubble of sorts," suggesting a period of intense growth and potential recalibration. This competitive fervor necessitates brands to not only offer superior products but also to engage consumers in memorable and impactful ways.

A Novel Approach to Out-of-Home Advertising

Traditionally, out-of-home advertising in the beauty sector has relied on static imagery and product placement. However, Liu and her team at Tower28 sought to break this mold by creating an advertising experience that was not just seen, but also felt. In June, the brand unveiled a custom-designed billboard in the heart of SoHo, New York City, on Canal Street. This was no ordinary billboard; it featured a large, integrated button designed to dispense a cooling mist of Tower28’s hero product, the SOS Daily Skin Rescue Spray, to passersby. This innovative approach aimed to directly translate the product’s benefits—soothing, refreshing, and skin-calming—into an immediate, tangible experience for potential customers.

The campaign, which ran for two weeks, was a collaboration with the outdoor advertising agency MilkMoney. Liu described the endeavor as "very bespoke," acknowledging the inherent complexities of pioneering such an interactive installation. "There were a lot of problems that ensued, which is normal anytime you do something that has never been done before," she admitted.

Navigating the Production Maze: Challenges and Triumphs

The creation of the interactive billboard presented a series of significant logistical and technical hurdles. Liu detailed several key challenges:

• Space Limitations: Integrating a functional misting system, product storage, and a dispensing mechanism within the confines of a standard billboard structure proved to be a complex spatial puzzle.
• Technical Difficulties: Ensuring the misting mechanism functioned reliably and effectively required meticulous engineering. The agency’s initial suggestion to use plain water, which Liu firmly rejected, highlighted the technical intricacies of dispensing a specific product formulation. "The vendor who did this for us said, ‘Like, just put water in [the billboard] – no one will know the difference.’ And I was like, ‘No, it has to be the actual product!’" Liu emphasized the brand’s commitment to authenticity, even in the face of operational challenges.
• Product Storage and Replenishment: Maintaining a consistent supply of the SOS Daily Skin Rescue Spray within the billboard for continuous operation was a critical logistical consideration. The need for regular replenishment added another layer of operational complexity.
• Liability and Location: A last-minute issue related to liability necessitated a change in the billboard’s initial planned location. This underscored the importance of thorough risk assessment and contingency planning in unconventional marketing projects.

Despite these obstacles, the timing and context of the campaign proved fortuitous. The persistent heat and humidity of a New York summer made a refreshing face mist particularly appealing. Furthermore, the city was abuzz with excitement following the New York Knicks’ championship win, creating a vibrant and receptive atmosphere for public engagement.

The Star Product: Tower28’s SOS Daily Skin Rescue Spray

At the core of this innovative campaign is Tower28’s SOS Daily Skin Rescue Spray, a product that has become a cornerstone of the brand’s success since its launch in 2020. The spray’s primary active ingredient is hypochlorous acid, a compound gaining significant traction in the skincare industry due to its remarkable efficacy and gentle nature. Hypochlorous acid is lauded for its ability to combat acne, particularly after periods of sweating or physical exertion, and its anti-inflammatory properties make it beneficial for individuals with conditions like eczema.

The SOS spray is available in various sizes to cater to different consumer needs and price points, including a mini version ($12), a standard 4-ounce bottle ($28), and a larger refill jug ($68). Its consistent popularity and efficacy have cemented its status as a "hero SKU" for Tower28, a term Liu uses to describe products that drive significant business and brand recognition.

Investment and Impact: Quantifying the Success

The interactive billboard campaign represented a substantial investment for Tower28. Liu estimates the total cost to be around $200,000. This figure includes $150,000 allocated to MilkMoney for the creative and production aspects of the billboard, and an additional $50,000 dedicated to promotion, staffing, and other ancillary campaign expenses.

The campaign’s reach was significant. Over the two-week period, the billboard spritzed an estimated 188,000 New Yorkers, generating considerable buzz within the industry and among consumers. The initiative garnered media attention, not only for its novelty but also for its effective demonstration of how brands can engage with their audience on a more visceral level.

Reflecting on the Experience: Would She Do It Again?

In her conversation with Glossy Beauty Podcast host Lexy Lebsack, Liu candidly addressed the experience and its financial implications. When asked if she would undertake such a project again, knowing what she knows now, Liu’s response indicated a strong inclination towards continued innovation, albeit with refined strategies.

On the Goal of the Interactive Billboard:

Liu reiterated the strategic importance of the SOS spray for the brand’s business. "It’s been our hero product for a long time, although now our concealer is neck-and-neck," she noted, illustrating the brand’s product development prowess. Her core belief in the power of hero products drives her marketing philosophy: "I just really believe in hero SKUs and that you have to keep introducing them to people and showing people how to use it and educate." The interactive billboard was conceived as a direct response to this philosophy, aiming to "find ways to talk about things in a more novel and interesting way." The objective was not merely to advertise, but to create an engaging narrative around the product’s benefits, fostering a deeper connection with the consumer by allowing them to experience the product’s refreshing qualities firsthand. This approach moves beyond passive consumption of advertising to active, multisensory engagement.

On Navigating Production Hurdles and Consumer Experience:

Liu’s reflections on the production challenges also shed light on her meticulous approach to consumer experience. The incident with the vendor suggesting water highlights Liu’s unwavering commitment to product integrity. She insisted on using the actual SOS spray, recognizing that the efficacy and sensory attributes of the product are what the brand wants consumers to remember and associate with their experience. The complexity of ensuring the mist was neither too aggressive nor too weak demonstrates the fine-tuning required to translate a product’s in-hand experience to a public installation. Liu shared her amusement at reviewing videos that tracked the misting mechanism, a testament to her dedication to perfecting every detail of the consumer journey. This attention to detail, even in the minutiae of a misting spray, underscores a brand philosophy centered on quality and a deep understanding of consumer needs and perceptions.

Broader Implications for the Beauty Industry

The Tower28 billboard campaign serves as a compelling case study for the evolving landscape of beauty marketing. In an era where consumers are increasingly bombarded with digital content and seeking authentic, experiential connections, brands are being pushed to think outside the traditional advertising box.

• The Rise of Experiential Marketing: This campaign exemplifies the growing importance of experiential marketing. By allowing consumers to physically interact with and benefit from a product, Tower28 created a memorable and impactful brand encounter that is likely to resonate more deeply than a static advertisement. This approach taps into the desire for sensory engagement and immediate gratification that many consumers now expect.
• Authenticity and Product Integrity: Liu’s insistence on using the actual SOS spray, despite the logistical challenges, reinforces the value of authenticity in brand messaging. In a market where consumers are increasingly discerning and skeptical of superficial claims, demonstrating product efficacy and quality through direct experience builds trust and credibility.
• Data-Driven Innovation: While the article focuses on the qualitative aspects of the campaign, the implicit data collection—tracking the number of people spritzed, potential social media mentions, and overall brand awareness—will undoubtedly inform future marketing strategies. The $200,000 investment, while significant, is positioned as a strategic outlay aimed at generating substantial long-term returns in brand loyalty and market share.
• The Future of Out-of-Home Advertising: The success of this interactive billboard suggests a potential future for out-of-home advertising that is less about passive viewing and more about active participation. As technology advances, we can expect to see more brands adopting similar innovative approaches to create immersive and engaging brand experiences in public spaces. This could involve augmented reality elements, scent-based marketing, or even temperature-controlled activations, all designed to capture attention and create lasting impressions.
• Competitive Differentiation: In a crowded market, differentiation is paramount. Tower28’s bold move to create a functional, interactive billboard sets them apart from competitors who may be relying on more conventional marketing tactics. This willingness to experiment and invest in novel approaches is crucial for brands seeking to capture consumer attention and build a distinct brand identity.

Conclusion

Amy Liu’s candid reflections on Tower28’s interactive billboard campaign underscore a broader trend in the beauty and wellness industries: the imperative for brands to move beyond mere product promotion and cultivate genuine, multi-sensory connections with their consumers. The challenges faced and overcome in bringing this ambitious project to life highlight the dedication and strategic thinking required for true innovation. As the beauty market continues its relentless pace of competition, brands like Tower28, by embracing bold, experiential marketing strategies, are setting a new benchmark for engagement and demonstrating how to not just compete, but to thrive. The $200,000 investment, far from being just an advertising expense, represents a calculated step towards solidifying brand loyalty and carving out a unique space in the consumer’s consciousness. The lessons learned from this initiative are invaluable, offering a glimpse into a future where advertising is not just seen, but deeply felt and remembered.