Alix Earle turned her skincare launch into a puzzle-filled scavenger hunt for fans. Over the past few weeks, fans have been trying to decipher hints across Earle’s socials about her new brand. Last week, a new Instagram @wtfisalixdoing went live featuring cryptic hints and mysterious puzzle visuals, quickly gaining over 500K followers. (The account has since been renamed with the actual brand name, @realeactives.) At the same time, Earle’s influencer friends started receiving locked luggage that could only be opened when a puzzle paired with the suitcase was completed—getting thousands of views, of course. Her team assembled similar puzzle pieces on a billboard in real time in SoHo, sharing updates on @wtfisalixdoing. Viewers had speculated the launch to be anything from swimsuits to (shocker) puzzles, but as many guessed, it’s skincare. While celebrity skincare brands aren’t anything new—far from it in fact—Earle’s interactive marketing made her followers hyped about following the launch before knowing what they’d even be buying when it dropped. (Her Campus, LinkedIn)
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