Aveeno
U.S. Open Activation
CHALLENGE
Aveeno wanted to launch its new Daily Moisturizing Cream during the US Open tennis season in a way that felt fresh, elevated, and culturally relevant. The goal was to introduce the product to influencers and media through an immersive experience that connected skincare hydration with active lifestyles.
STRATEGY
The activation brought the “TennisCore” trend to life through a luxury event at Manhattan’s River Club, blending sport, skincare, and lifestyle. The experience featured an oat-inspired smoothie bar, semi-private tennis lessons, branded photo moments, and hand treatments using Aveeno’s Daily Moisturizing Cream, creating multiple touchpoints for guests to engage with the product and share the moment socially.
IMPACT
The event helped Aveeno connect with a younger, trend-conscious audience by placing the brand within a timely cultural moment. Influencer content amplified the product’s message of hydration for active skin, while the experience strengthened Aveeno’s position across skincare, wellness, and lifestyle spaces.
U.S. Open Activation