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Yaksok · GTM Campaigns
 
Go-to-market · Online + Carrer Enric Granados · September 2026
Yaksok
Where skincare becomes a timeless promise
Seven campaigns,
built to compound.
A four-month build that grows the online business from where it is now and lands a launch in September the city of Barcelona — and the right slice of Europe — actually feels. The campaigns sit inside a larger cultural intent: to author the Barcelona woman's life, and to celebrate her, with the brand as the hand pointing at her.
For
Ani · Yaksok
From
Paudelmar
Built on
The strategy & messaging system
Status
Living plan · For our review
Paudelmar Creative HouseThe argument · ii
The strategic spine
Two jobs at once. Grow the online business now — €3,000 a month is a brand undersold, not a brand under-loved. And land a moment in September that Barcelona, and the right slice of Europe, actually feels.

One set of campaigns, doing both. One creative system. One voice. One face. Compounding for four months toward the morning the door opens.
The double job
Commerce now, moment in September.
Every campaign earns its keep on two timescales: it grows the online house this month, and it builds toward the launch. Site, paid, founder, seeding, press — sequenced toward a September that lands.
The system
One creative carrying every channel.
The Arrivals visual world powers the site, the paid, the email, the seeding boxes, the opening invitations, the store windows. Editorial pillars become the brand's voice everywhere. Ani is the face. One brand in seven places.
The bridge
A Barcelona house of Korean curation.
Yaksok is not a Korean brand in Spain. It is a Barcelona house whose founder travels to Korea, builds relationships with the formulators, and brings the work back for the women whose mornings she shares. Ani is the bridge.
The creative philosophyiii
The cultural project beneath the campaigns
A celebration of the Barcelona woman — curated by a house that built itself in Korea, for her.
There is a cultural shorthand for the Paris woman that a hundred years of fashion, cinema and editorial have built. There isn't one for the Barcelona woman. The tourists photograph the Sagrada Familia. The locals are the real story — and no brand has done the work of authoring them. This is the gap. And it is the brand's central cultural project.
The frame
The campaign honours her, before the brand asks anything of her.

The Arrivals is the visible expression of a deeper intent: celebrating the lives Barcelona women are already living. The academic at her desk in Gràcia, the founder running her firm in Sant Gervasi, the artist in her studio in Poble Sec, the consultant pushing a stroller through Eixample, the doctoral student between the library and a coffee. Whatever she is doing, however her day is shaped, her life is the subject.

The brand is the hand pointing at her. Yaksok signs the work — photographed for Yaksok, published by Yaksok, curated by Yaksok — but she is the protagonist. The image becomes the brand by accumulating, over time, a body of authentically local womanhood the city has never had a brand author for it.

The bridge — and the founder who is it
Ani is one of these women. Her life is the one that crosses to Korea and back.

The other women's stories are picking up the baby, walking into the firm, standing in the studio, opening the laptop. Ani's story is getting on a plane to Seoul — building real relationships with Korean formulators over years, learning what the women on Mapo-gu's benches know, choosing what to bring back for the cosmopolitan women of Europe whose mornings she shares.

That is what makes the Korean piece coherent rather than appropriative. Yaksok is not a Korean brand in Spain. It is a Barcelona house of Korean curation — and Ani's biography is the proof. She lives in this city. She travels for the work. She comes home with what she has chosen.

The Korean signature — a creative brief
One non-touristy Korean symbol must run through the visual world.

For the bridge to be visible — for the brand's Korean foundation to feel undeniable rather than asterisked — there needs to be one consistent Korean visual element woven into the campaigns and into the studio itself. Not a flag, not a flavour, not a flourish. The thing that someone who actually knows Korea recognises immediately, and that everyone else feels without quite naming.

For the creative brief — open question
It is hard for me to be the one to land what this should be. I haven't spent time in Korea, and the right answer comes from someone who has lived inside the texture of the place. This is a brief for creative help. The candidates worth exploring as we develop it:
  1. The dawn pharmacy / dawn market light. The blue-grey hour before six in Mapo-gu or Jongno when the herbal medicine shops, fish stalls and produce markets begin their day. Where Korean beauty actually originates — pharmacy and apothecary, before the city wakes.
  2. The wooden apothecary drawer. Rows of small wooden drawers in traditional hanyak medicine shops, each labelled in hanja, each holding one ingredient. An object the studio could carry on one wall behind the consultation desk.
  3. Onggi pottery. The dark earthenware fermentation jars that hold gochujang and doenjang for years. Visually striking; structurally tied to the fermentation tradition that lives inside many of the formulations on the shelf.
  4. Hanji paper. Handmade Korean mulberry paper, used historically in traditional medicine packaging and bookbinding. Could appear in tags, inserts, the packaging system itself.
  5. The bathhouse register — jjimjilbang. The everyday Korean ritual of communal water and steam. A reference rather than an object; could shape the language of how the studio describes ritual.
The emotional truth
A woman walking down the street, carrying flowers.

When a woman walks through Barcelona carrying flowers, the people she passes ask themselves a question. Did she buy them for herself, or did someone give them to her? Both answers are right; both answers belong to her. The flowers are an act of self-honouring that is also, quietly, an invitation to be wondered about.

The Yaksok customer is the woman who buys flowers for her house regularly. She is also the woman walking down the street with them. Carrying the brand's tote, putting on the balm at lunch, opening the box at the end of the week — these are the same gesture, in other forms. The brand belongs to the kind of woman for whom self-honouring is already a practice.

The calendariv
Four months,
seven workstreams,
one moment.
Each campaign earns the next; the intensity rises toward September; the cadence sustains into October.
Site & voice in May. Visual world in June. Faces seeded in July. Paid scaled across the lot. The door opens in September.
Campaign
May
June
July
August
September
October
01.
The Site Relaunch
02.
The Arrivals
03.
Paid, Scaled
04.
Ani, the Curator
05.
The Seeding Campaign
06.
Press & Partnerships
07.
The Opening
The calendariv
Campaign 01 · FoundationMay → June
The Site
Relaunch.
Before the campaigns can drive anywhere, the site has to be a place worth driving to.
May–June · Foundational. Everything else depends on this.
The Site, told as a story.
yaksok.com today is a product list. By the end of June it is a brand. A homepage that opens with a curator's hand, product pages that argue for every piece on the shelf, a studio waitlist live for opening day, and the conversion infrastructure that turns the next four months of traffic into customers.
Homepage
Editorial-led, commercial-clear.
Hero: rotating Arrivals imagery from June. A short curator's note from Ani above the fold. The shelf, by category, one click away. Studio waitlist signup as a quiet permanent feature. The site looks like a brand again.
Product page system
Every brand gets its argument.
For each carried brand: a Curator's Eye paragraph (why this brand, why this piece), formulator named, pH and INCI block where it matters, the customer the piece is for. The PDP is the persuasion.
Studio waitlist
Captures who's local, who's coming.
Live by mid-June. Postal code captured — Barcelona list segments separately for opening day, Spain list for the broader push, EU list for shipping. The list is the most valuable asset built in these four months.
Conversion infrastructure
Tracking, flows, post-purchase.
Meta & TikTok pixels validated, GA4 clean, abandoned-cart and welcome flows live, post-purchase sequence with first-order moment, referral mechanic for the seeding campaign. The unsexy work that makes everything else compound.
Objective
Site that converts at 2–3× current rate. Studio waitlist live and growing weekly.
Channels & pillars
Site itself. Editorial pillars informing the voice — Curator's Eye on PDPs, Yaksok Universe on About.
Signal
Conversion rate, AOV, list growth rate, organic-traffic time-on-page.
The Site Relaunch01
Campaign 02 · The visual identityJune → September
The
Arrivals.
A bicycle.
A tote of figs
and oleander.
Mediterranean
morning light.
A door at
Enric Granados.
June planning · July–September production · The campaign that becomes the brand
The Arrivals.
A rolling editorial photography series of women on bikes, in linen, with cream Yaksok totes overflowing with seasonal Barcelona, arriving at Carrer Enric Granados in early light. The visible expression of the brand's celebration of the Barcelona woman — and the visual system that powers every channel from June to opening day, and well beyond.
The mood, in plain words
An alo Instagram of women in Europe in alo wear, by balconies — translated through Mediterranean specificity. Linen, slow movement, morning light. Bicycles with woven baskets. Cream canvas Yaksok totes spilling with what's in season that week — figs in late July, peaches and bougainvillea through August, almond branches and late roses in September, oleander throughout — and visible alongside the flora, the Korean product itself. The ampoule pads, the cleansing oil, the small bottles she has just collected. Two registers in one frame: the Mediterranean morning the woman lives in, and the Korean curation she has chosen. The women are not models. They are the seeded Muses, friends of friends, real Barcelona women — arriving at the studio at Enric Granados, and the studio is what makes the morning make sense.
Production
Eight Friday-morning shoots.
From mid-July through opening week: a new arrival photographed every Friday at 8:30am. Same hour, same register, different woman, different season's flowers. Shot on film by a Barcelona-based photographer in the Mariona Vilà register. Eight scenes by opening day.
The tote
A campaign object that ships.
Cream canvas, Yaksok wordmark, in production from June. Becomes the seeding campaign's centerpiece, the opening-day giveaway, and the prop that anchors every Arrivals shoot. Customers above a threshold receive one with their order.
Distribution
One creative, every channel.
Each Friday's image goes live Sunday morning across Instagram, the site hero rotation, the Sunday email. Best frames cut into Reels and TikToks for paid. By August the visual world is the brand at a glance.
The climax
Real arrivals, opening morning.
On opening day, the actual women arriving at the studio — Muses, customers, neighbours — are photographed in the same register. The campaign and the reality fuse. The photos go up Sunday night, indistinguishable from the campaign that preceded them.
Objective
Build the brand's visual identity. Drive recognition, organic share, paid efficiency.
Channels & pillars
All channels. Barcelona Diary & Yaksok Muses made visible.
Signal
Saves, shares, profile visits, branded search lift, paid CTR uplift on Arrivals creative vs control.
The Arrivals · The visual identity02
Campaign 03 · Acquisition engineRolling · ramping toward September
Paid,
Scaled.
From small and underperforming to the brand's primary acquisition engine.
May audit · June ramp · July–Sep scale · Always-on
Paid, that earns its budget.
Existing paid is small and shaped by a site that doesn't convert. This campaign rebuilds the paid stack on top of the relaunched site, fed by Arrivals creative and Ani-led content, scaling spend in step with what the data is telling us.
Meta · Prospecting + retargeting
Full-funnel, weekly creative cadence.
TOFU: Arrivals brand-build creative + Curator's Eye snippets. MOFU: product-led with editorial framing. BOFU: retargeting on PDP visitors with social proof. Two new creatives shipped per week through August, three per week in September.
TikTok · Native register
Ani in the studio. Real talk.
Founder-led short-form is the channel's native voice — Ani opening boxes from Korea, breaking down PDP arguments, walking through the shelf. Spark Ads on her best-performing organic posts. Cheaper CPMs than Meta, and the audience that's about to discover Korean skincare lives here.
Search · Capture intent
Branded + category, post-press.
Branded search budget uplift through September to capture press-driven searches. Non-brand on category terms — "Korean skincare Barcelona", "K-beauty Spain", carried-brand names — keeping the store the first result. Cheap, defensive, essential by September.
Spend pacing
Ramp in step with the data.
May–June: audit + clean. July: meaningful baseline once the site converts. August: scale on what's working. September: peak month, with budget headroom for opening week. Each step is a decision, not a forecast.
Objective
Take online revenue from €3k → €15–25k by September. ROAS in target range from August.
Channels & pillars
Meta, TikTok, Google. Fed by Arrivals + Ani + Curator's Eye.
Signal
Blended ROAS, CAC, weekly new-customer count, creative win-rate.
Paid, Scaled03
Campaign 04 · The faceRolling, all four months
Ani,
the Curator.
Customers buying Yaksok today are buying Ani's taste. Make her visible.
Founder-led · Always-on · Free, mostly
Ani, made the protagonist.
Ani is one of the women the brand celebrates. Her story is the one that crosses to Korea and back. She is the bridge between the Mediterranean morning and the Mapo-gu bench — and at €3k a month, the customers buying are buying her curation. Founder-led TikTok and Instagram is the cheapest, fastest, most authentic awareness lever the brand has. Make her face the brand's.
TikTok · Native daily
Ani in the studio, on the shelf, in transit.
3–5 short-form videos a week. Format: Ani talking through a brand, a piece, a Korean trip, a customer question. Phone-shot, lightly edited, in her own voice. The point is consistency and authenticity — not production value. The strongest videos become Spark Ads.
Instagram · The brand handle
Ani as the protagonist of @yaksokcosmetics.
Stories daily. Reels weekly — repurposed from TikTok. Grid: Arrivals + Ani + product. The brand handle stops being a product feed and starts being a person with a shelf.
The bridge made visible
The Korea trip — Ani on both sides of the journey.
Ani's next visit to Korea (timed for July or August) is the campaign that makes the bridge legible. Filmed at her formulators' tables in Mapo-gu, at the dawn markets, at Park Soo-yeon's bench. But also bookended in Barcelona — Ani at the Mercat de la Concepció the week before flying, Ani back home unpacking what she has chosen. The Barcelona woman who travels to Korea for her work, photographed in both registers.
Founder-led ad creative
Best-of organic, paid behind it.
The 5–8 strongest pieces of Ani-led organic each month get paid amplification. Cheaper CPMs than studio creative, higher save and share rates, higher ROAS. The channel's own logic, working for us.
Objective
Build a founder-led following that converts. By September, Ani is the brand's face — and the cheapest acquisition channel.
Channels & pillars
TikTok, Instagram. Yaksok Universe made human; Curator's Eye in shorthand.
Signal
Follower growth, save rate, attributed sales from founder-led posts vs studio content.
Ani, the Curator04
Campaign 05 · The Muses, made realJune → August
The Seeding
Campaign.
100 women across Europe.
Each chosen by name.
Each carrying
the brand forward
in her own register.
June build · July first wave · August second wave · September opening invitations
100 women, chosen by name.
A list of 100 women across Spain, France, Italy and the UK — editors, stylists, art writers, founders, designers, the right faces in the right cities. Gifted with personalised boxes, hand-written notes from Ani, no posting requirement. The mechanism by which the right women start carrying the brand forward in their own circles.
The list
100 names, mapped by city.
Built across June. ~40 in Spain (Barcelona, Madrid heavy), ~20 France (Paris), ~15 Italy (Milan, Rome), ~15 UK (London), ~10 elsewhere. Tiered: A-list (15) for first-wave priority, B-list (35) for July, C-list (50) for August. Each name a deliberate choice — not influencer marketing, casting.
The boxes
Personalised, never templated.
A-list: the full curated shelf, the cream tote, a hand-written note from Ani that names something specific to her. B-list: a smaller edit, still hand-noted. C-list: a thoughtful introductory box. No QR code, no hashtag, no posting requirement. The work earns its own attention.
Second touch
August — the Arrivals tote.
Re-engagement in mid-August: the Arrivals tote, a personal note, a single product refill, and the opening invitation for the A-list. Two touchpoints make the difference — once is a gift, twice is a relationship.
Opening invitations
A-list to the dinner. B-list to opening week.
A-list invited to the opening dinner the night before launch. B-list invited to drop in across opening week. The seeded list becomes the first room. Word-of-mouth radiates from the right faces in each city.
Objective
Build a network of tastemakers across four countries who know the brand, before the press knows the brand.
Channels & pillars
Direct mail. Real life. Yaksok Muses as casting brief.
Signal
Unprompted mentions, organic posts, opening-week attendance, second-order press.
The Seeding Campaign05
Campaign 06 · The earned layerRolling, climaxing September
Press &
Partnerships.
The earned media layer.
And the strategic
collaborations
that anchor
the brand in the city.
May editor introductions · June–Aug partnership build · September landing
Press, and the right doors in Barcelona.
European press in the right register, on the right timeline. And a small set of strategic Barcelona partnerships — a florist on the Arrivals totes, a bookstore for cultural programming, an adjacent-brand collaboration, and an independent Korean voice already living in the city — that root the brand in the neighbourhood and make the Korean foundation undeniable.
Editor outreach
15–20 editors, hand-addressed in May.
A short, personally-addressed introduction in May to The Gentlewoman, AnOther, Vogue España, Madame Figaro, Apartamento, Air Mail, Cereal — and the right Spanish writers at El País, La Vanguardia, S Moda. Not a press release. An introduction to a brand opening in September. Follow with the salon invitation in August.
Local Barcelona partnerships
A florist, a bookstore, a coffee.
A florist (the flowers in the Arrivals totes, the opening day arrangements). A bookstore — Finestres, La Central — for an opening event with a Korean Heritage angle. A coffee on Enric Granados for opening-week customers. Partnerships that root the brand in the neighbourhood.
Korean voices in Barcelona
An independent Korean cultural figure, already in the city.
Not an institution flown in. A real Korean–Barcelona bridge that already exists. Korean students at the UB East Asian Studies department; Korean artists exhibiting in the city; Korean photographers, chefs, writers based in Barcelona. This is a research workstream of its own — we map the Korean creative community here, then choose the right one or two to partner with. The relationship needs to be real and to outlast opening week.
Adjacent brand collaboration
One limited-edition object, for opening.
A collaboration with one adjacent house — an indie perfumer, a candle maker, a ceramics studio — on a limited-edition object that ships with the first 100 opening-week orders. Cross-pollinates audiences. Gives press a hook beyond a store opening.
Objective
Earned press in the right titles. Three meaningful Barcelona partnerships. One brand collab. One real Korean–Barcelona partner.
Channels & pillars
Earned media, IRL partnerships. Korean Heritage as press hook.
Signal
Print + online placements, partnership reach, opening-week attendance from partner audiences.
Press & Partnerships06
Campaign 07 · The momentSeptember · Opening week
The Opening
at Enric
Granados.
The four months,
made visible
at once.
Early September · Opening dinner + opening week
The Door Opens.
The night-before dinner. The morning the door opens at ten. A different Korean formulator visiting each day of opening week. The Arrivals campaign culminating with real arrivals on bikes, photographed live. Every campaign of the previous four months landing on the same street, in the same week, in front of the same audience.
The opening dinner
Night before. 30 seats. The first room.
A small dinner the night before — at the studio or a Barcelona partner — for the A-list of the seeded Muses, the editors who attended the salon, the partners, the visiting Korean formulators. This is the room word-of-mouth radiates from on day one.
Opening day operations
Doors at ten. Kettle on. No ribbon.
No DJ, no champagne tower, no ticketing. The door opens at ten, the kettle is on, and anyone who wants to come is welcome. The Muses arrive in their own time. The seeded customers come in theirs. The neighbourhood walks in. The first Notebook letter from Ani goes out at 7am.
A formulator a day
Five Korean visits. Five mornings.
A different Korean formulator visits the studio each day of opening week — small in-person conversations at 11am, walk-ins welcome. The week becomes a five-day rolling event, not a one-day stunt. Each conversation is photographed and released as content through the autumn.
Real arrivals
Opening morning, photographed live.
The morning's actual arrivals — Muses on bikes, customers from the seeded list, neighbours from the Eixample — are photographed at the doorway in the Arrivals register. The grid by Sunday night is opening morning, indistinguishable from the campaign that anticipated it. The press hook writes itself.
Objective
A launch that the city — and the right slice of Europe — actually feels. Press, footfall, sales.
Channels & pillars
Real life. All five editorial pillars activated. Every previous campaign earning its return.
Signal
Press placements, opening-week revenue, footfall, customer-list growth, social reach on real-arrival imagery.
The Opening07
Closing · v
A street in the Eixample,
a door, a kept word.
Yaksok is the Korean word for promise. Between today and September, the brand spends four months keeping the one it has made — to grow the online house it has now, to build the visual world that announces what it is, to seed the right women across Europe, and to open the door at Carrer Enric Granados in a way the neighbourhood, the city, and the right slice of Europe actually feels.
Paudelmar × Yaksok · May 2026
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