NEW YORK—When skincare brand Thayers set out to celebrate the expansion of its exfoliating toner pad lineup, the team leaned into a simple but cheeky concept: turning the idea of a “pad” into an actual penthouse experience.
Held Feb. 19 in New York City, the event—dubbed “The Thayers Pad”—welcomed 45 influencers and members of the media for an intimate gathering designed and produced by CNC Agency. Inspired by late-1970s glamour and postmodern penthouse living, the immersive environment transformed a residential-style space into a red-lacquered world of lounge areas, facial suites, and lifestyle-driven brand moments.
Photo: Courtesy of CNC Agency
“When Thayer’s asked us to celebrate the expansion of their exfoliating pad lineup, we made it literal with The Thayers Pad,” explained Ryan Glick, founder and CEO of CNC Agency. “It just felt right, as Thayers seamlessly blends accessibility with premium, high-quality ingredients, creating the perfect foundation for a penthouse experience that feels both luxurious and effortlessly approachable, like being invited to your favorite friend’s exclusive after-party.”
Guests checked in as if they were residents of the building, receiving branded keycards before entering the space through a bold red door labeled “1847”—a nod to the brand’s founding year. Inside, the penthouse unfolded into multiple lifestyle environments featuring plush red carpets, lacquered walls, cozy seating, and curated decor that doubled as subtle product placement.
Photo: Courtesy of CNC Agency
“The event’s aesthetic drew inspiration from late-’70s glamour and postmodern penthouse living, creating a world that felt simultaneously luxurious and inviting,” Glick noted. “This design allowed us to reflect the Thayers brand ethos: premium, high-quality skincare that remains approachable and effortlessly integrated into everyday life.”
Arrival and guest flow were carefully designed to reinforce the residential concept, aiming to immerse guests in theme and product from the moment they arrived. “Beginning at the check-in desk and continuing through each touchpoint with curated little details, the experience was designed to feel both welcoming and luxurious, allowing guests to move through the penthouse as if they truly lived there,” said Glick.
Photo: Courtesy of CNC Agency
Throughout the space, the brand was integrated through lifestyle-inspired touches rather than traditional product displays. Products appeared on bedside trays, lounge tables, and entry consoles, alongside props like branded matchbooks and wellness shots that evoked a high-end apartment or spa setting.
“Product was also styled within the environment as part of the decor and photo moments, allowing it to feel like a natural part of the penthouse lifestyle rather than traditional product placement,” said Glick.
Photo: Courtesy of CNC Agency
Photo: Courtesy of CNC Agency
A centerpiece of the experience was a 45-minute facial treatment program led by a professional aesthetician team from Primp Events Mobile Spa. Across four dedicated facial suites, guests rotated through appointments designed to introduce them to the new toner pads while demonstrating how they fit into a broader skincare routine.
“Our 45-minute facial experience spotlighted a curated selection from the Thayers lineup, including the newly launched toner pads,” said Glick. “Led by a professional aesthetician team, the treatments combined relaxation with education, introducing guests to the benefits and versatility of each formula.”
Photo: Courtesy of CNC Agency
Managing eight simultaneous appointments across four treatment rooms required tight logistical coordination. “We solved this with a carefully timed schedule and strong on-site coordination from our team,” he explained. “A dedicated brand ambassador was stationed in each suite so guests were able to move effortlessly between experiences while maintaining a smooth and elevated flow across the event.”
The event also prioritized content creation for influencer guests, incorporating multiple photo moments throughout the penthouse—from a plush red bedroom vignette to lounge setups layered with branded pillows, florals, and skincare products.
Photo: Courtesy of CNC Agency
According to Glick, the brand’s ultimate mission was to balance experiential storytelling with education for its influencer partners. “Thayers’ goal for this experience was to provide their influencer partners with an environment that combined content opportunities for creation with hands-on product education, equipping influencers with the necessary info to amplify these new products to their audiences,” he explained.
Additional partners included Middle Grey Studios and Brand Besties.