East 29th.
Vital Serum Launch.

East 29th.
Vital Serum Launch.

East 29th is an all-natural skin-care brand that realized its potential in exploring the physical and mental health benefits associated with adding lemon rinds in various forms to our daily lives. Born out of need, founder Victoria Ferguson was inspired to learn about skincare after experiencing bad acne most of her life that was worsened during pregnancy. After working as a makeup artist for film and television and hearing numerous clients apologize for the condition of their skin, Victoria realized that there was a gap in the market for a brand that would unify skin care with self-care. The vision: to not only work on being softer on ourselves but also create a solution that would make skin feel softer, too. East 29th is a minimalistic, essential solution for open-minded individuals, regardless of gender, who believe in taking care of themselves inside and out.

East 29th contacted Reformation for three months of support on the launch of its inaugural product, the Vital Serum, including social media management, a strategic launch plan, and organic influencer engagement and exposure.

  • Launched East 29th’s social media presence with content creation and community management.
  • Managed influencer outreach to 25+ targeted recipients based in New York, California, and across Canada, including delivery of the Vital Serum, targeted pitching, and strategic, thoughtful follow-ups to position East 29th as a brand that thinks beyond skin.
  • Developed monthly content calendars featuring both original photography and carefully curated user-generated content.
  • Strategy design including social media content development, publication, community management, brand positioning, and influencer engagement to position East 29th as a brand that goes beyond skin and believes in promoting wellness from the inside out.

Our Services

Strategy Design

Social Media Management

Influencer Engagement

561 K

Potential Reach

30 +

Story Mentions

1337 %

Growth on Instagram





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