Impact Communications was appointed to manage the PR and event execution for the official opening of AINZ & TULPE’s fourth store at Sunway 163 Mall, Mont Kiara. The campaign aimed to strengthen the brand’s visibility within a premium lifestyle destination while positioning it as a curated Japanese beauty retailer among Malaysian consumers, as well as Japanese and Korean expat communities.

Our scope of work covered end-to-end PR planning and execution, including media and influencer strategy, content development, event coordination, and post-event monitoring. We developed and disseminated media and influencer invitations, curated press materials, managed RSVPs, and ensured strong attendance across lifestyle, beauty, and fashion media.

To elevate the launch experience beyond a traditional store opening, we conceptualised an experiential media engagement approach. This included a live makeup demonstration featuring AYURA and moonshot products, allowing media and influencers to experience product textures and performance firsthand. We also coordinated talent, including a professional makeup artist and content creators, ensuring authentic storytelling across social media platforms.

On-ground, Impact managed full event execution, including media registration, influencer walkthroughs, programme flow, and content capture. Every touchpoint, from branded wagashi to structured group walkthroughs, was designed to reflect the brand’s Japanese identity while creating a memorable and immersive experience for attendees.

The launch attracted 16 media and 14 influencers, generating strong coverage across print, online, and social media platforms. Notable coverage included titles such as The Star, New Straits Times, and Oriental Daily.

In total, the campaign achieved over RM1.35 million in PR Value, highlighting  the effectiveness of combining experiential storytelling with targeted media and influencer engagement.