To reinforce the premium positioning of Premier Cru, Caudalie’s luxury skincare line, the brand partnered with YKONE to develop an exclusive Winter Tour across three iconic Italian alpine destinations. Combining a traveling pop-up and a curated influencer journey, transforming product discovery into an immersive brand experience while driving consumer engagement and amplifying visibility across digital and PR channels.
To bring the Winter Tour to life, YKONE created a bespoke traveling Pop-Up across Sestriere, Madonna di Campiglio and Turin, three prestigious alpine destinations in Italy. Designed as an elegant winter chalet, it reflected the exclusivity of the Premier Cru line, inviting visitors to discover the range through personalized consultations and product testing. Immersive and highly photogenic, the Pop-Up fostered engagement while generating premium, shareable content in a unique alpine setting.
A curated group of influencers joined an exclusive 3-day journey to Madonna di Campiglio to experience the world of Premier Cru firsthand. Through Caudalie yoga sessions, slope-side lunches and exclusive skincare masterclasses, they experienced the brand’s luxury universe in the heart of the Italian Alps. The program offered an immersive experience, driving authentic engagement and high-quality, aspirational content.
Artistic Direction & Creative Guidelines, Content Production, Event Production
