Sulwhasoo, a brand operated by Amorepacific (090430), said on the 11th that it is running a pop-up store on the first floor of the main building of Isetan Shinjuku, a department store in Tokyo, through the 13th of next month.
It marks the first official pop-up Sulwhasoo has staged at a Japanese department store. The space centers on the brand's flagship products, Concentrated Ginseng Renewing Cream and First Care Activating Serum, and introduces its 60-year philosophy of ginseng research. Brand experience programs include hand massages and jihambo, Sulwhasoo's signature gift-wrapping service. VIP customers will be offered separate experience programs and special promotions.
Sulwhasoo plans to use the pop-up to strengthen its standing in Japan's luxury beauty segment. The brand currently sells its products through major online and offline channels in Japan, including Isetan Beauty Online, Qoo10, Amazon Japan and @cosme shopping. It held a pop-up at @cosme in May and hosted a brand event last month for local beauty media, retail executives and influencers. It has also produced collaborative content with the Japanese beauty magazine Biteki Grand.
"This pop-up carries the meaning of an important starting point for introducing Sulwhasoo's philosophy on 60 years of ginseng research and Korean beauty, and for expanding the brand's presence in the Japanese market going forward," a Sulwhasoo official said. "We will continue to expand our points of contact with Japanese customers through diverse online and offline channels and differentiated brand experiences."
