To launch FutureIQ, K18 was starting a new conversation around premature hair aging, shedding and scalp health. CNC brought that conversation to life through the Hair Longevity Lab, a public experience created with Sephora in New York’s Meatpacking District.

Guests could see the now-famous Tumblehair up close before going deeper into the science of hair longevity through personalized scalp analyses, product education and hands-on discovery. A longevity-inspired juice bar, product-filled claw machine, custom gifting and Sephora integration turned a complex science story into something consumers could understand, experience and take home.

The Hair Longevity Lab became the IRL destination for the FutureIQ launch, connecting a conversation already gaining attention with more than 800 consumers in a single day.