Sulwhasoo Targets Japan’s Luxury Beauty Market with First Department Store Pop-Up

[Financial News] Sulwhasoo, Amorepacific’s beauty brand, is stepping up efforts to target Japan’s luxury beauty market.
According to Amorepacific on the 11th, Sulwhasoo will operate a pop-up store on the first floor of the main building at Isetan Department Store’s Shinjuku Store in Japan through the 13th of next month. This is Sulwhasoo’s first pop-up at a Japanese department store.
At the pop-up, visitors can try signature products such as the Concentrated Ginseng Rejuvenating Cream and First Care Activating Serum. Sulwhasoo will also offer distinctive brand experiences, including hand massages and its Jihambo service. A separate program will be available for VIP customers.
Sulwhasoo has previously carried out activities to raise brand awareness locally. It held a pop-up in May on @cosme, Japan’s leading beauty platform. In August, it invited major Japanese beauty media outlets, distribution industry officials and influencers to a brand launch event, where it introduced its brand philosophy, 60 years of ginseng research and technological expertise.
Starting with this department store pop-up, Sulwhasoo plans to expand its channels in Japan, including permanent stores. It currently operates mainly through online channels such as Isetan Beauty Online, Qoo10, Amazon Japan and @cosme Shopping.
Sulwhasoo is expanding its position as a global luxury beauty brand, operating more than 600 stores in 15 countries worldwide.
A Sulwhasoo representative said, "Through entering the Japanese market, we have been able to introduce Japanese customers to Sulwhasoo’s philosophy of ginseng research spanning 60 years and Korean beauty." The representative added, "We will continue expanding our points of contact through various online and offline channels and differentiated brand experiences."
[email protected] Kang Myeong-yeon Reporter