In Summer 2025, New York-based, queer-owned skincare brand Grimoire NYC made a bold move: selecting Mykonos as the entry point for its European market expansion. Known for its unapologetic identity and high-performance formulations, the brand sought to introduce its hero products to a globally minded, luxury-conscious audience in one of the Mediterranean’s most influential summer destinations.
But entering a market like Mykonos is not something you do remotely. It requires someone who lives within the island’s ecosystem, who knows which doors to knock on, and who can translate a brand’s identity into partnerships that feel authentic rather than transactional.
That someone was NanaAmma Hay. Through Design Luxury Vacays, she was appointed as Grimoire NYC’s local brand representative and strategic partner, responsible for positioning the brand within the Mykonos landscape through targeted partnerships, experiential activations, and community integration.
The Products
Grimoire NYC’s lineup was strategically selected for the Mykonos lifestyle. Each product was positioned to align with the realities of island living: sun, skin, recovery, and glow.
- Vanity Monday: an energizing glow serum for the morning after
- Beach Guise: a calming serum designed for sun-exposed skin
- Eye Roll: a brightening and de-puffing eye serum
- Nightmare Away: an overnight repair cream
The product selection was deliberate. These were not generic skincare offerings, but solutions that spoke directly to the Mykonos visitor: someone who is active, sun-soaked, socially engaged, and looking for products that work as hard as they play.
The Rochari Hotel Partnership
The cornerstone of the Mykonos strategy was a bespoke partnership with Rochari Hotel, a well-established property in Mykonos Town. Design Luxury Vacays developed and executed a multi-layered collaboration that positioned Grimoire NYC directly in front of high-value international travelers throughout the peak summer months, from July to September 2025.
Guest Arrival Experience
Every hotel guest received a curated welcome package: Grimoire product sample sachets, branded premium tote bags, and branded information cards with exclusive discount codes. The goal was to create an immediate “surprise and delight” moment, encouraging product trial and brand recall from the very first touchpoint.
On-Property Brand Presence
Grimoire NYC products were strategically displayed at hotel reception and within the wellness and massage area, maintaining continuous visibility and reinforcing brand positioning within a luxury hospitality environment. The products became part of the guest journey, encountered naturally at the moments when skin and self-care are top of mind.
The Activations
Poolside Brand Event
Design Luxury Vacays conceptualized and executed a multi-brand poolside activation in collaboration with Grimoire NYC and Chrome Horse Tequila. Hosted at Rochari Hotel, the event brought together hotel guests, external visitors, and curated audiences aligned with each brand. The activation featured product sampling and live demonstrations, branded giveaways, curated tequila cocktails, and a high-energy poolside atmosphere that introduced Grimoire NYC to a wider audience in an environment perfectly aligned with its identity.
The August Pool Party
On 25th August, a second large-scale poolside activation event brought all three partners together again: Grimoire NYC, Chrome Horse Tequila, and Rochari Hotel. The objective was to create a mutually beneficial platform that increased foot traffic for the hotel, introduced Chrome Horse to a new audience, and expanded Grimoire’s brand awareness and product engagement on the island.
Influencer and Content Strategy
To amplify the launch of the Rochari partnership, Design Luxury Vacays sourced content creators with strong, relevant audiences and facilitated a dedicated one-day content shoot at the hotel. The shoot produced high-quality visual assets that the brand continues to use, with creators engaged to produce launch content announcing the collaboration and create ongoing social media exposure across the Mykonos and international audience.
Your Story Starts Here
The Grimoire NYC project demonstrates that Design Luxury Vacays operates far beyond traditional concierge services. This was market entry strategy, brand representation, partnership development, and experiential activation, all executed through deep local knowledge and genuine community relationships.
Through a combination of strategic positioning, experiential marketing, and local network access, Grimoire NYC was successfully introduced to the Mykonos market with lasting brand visibility and future growth potential. For international brands looking to enter the Mykonos ecosystem, Design Luxury Vacays is the bridge between global ambition and local reality.
