Amorepacific’s luxury beauty brand Sulwhasoo is stepping up its expansion in Japan with its first official department store pop-up in the country, opening at Isetan Shinjuku in Tokyo.
Located on the first floor of the department store’s main building, the pop-up began Sept. 5 and runs through Oct. 13, as the luxury beauty brand seeks to build a stronger foothold in Japan.
The Amorepacific brand operates more than 600 stores across 15 countries. This year marks the 60th anniversary of ABC Ginseng Cream, which the company describes as the world’s first cosmetics product formulated with ginseng.
The Isetan pop-up showcases Sulwhasoo’s flagship products, including concentrated ginseng rejuvenating cream and first care activating serum.
Visitors can receive hand massages and experience "Jihambo," the brand’s gift-wrapping service inspired by traditional Korean bojagi cloth. Special programs and promotions are also available for VIP customers.
Sulwhasoo has been building awareness in Japan ahead of the department store launch. It held a pop-up through beauty platform Cosme in May and hosted an event for Japanese beauty media, retailers and influencers in August.
The August event included promotional content and product sampling in partnership with Japanese beauty magazine Biteki Grand.
Alongside its Isetan Shinjuku pop-up, Sulwhasoo is widening distribution through Isetan Beauty Online, Qoo10, Amazon Japan and Cosme Shopping, expanding its reach across both physical and digital channels.
“Our entry into Japan is meaningful because it allows us to introduce more consumers to our 60 years of ginseng research and Sulwhasoo’s philosophy of Korean beauty,” a brand official said.
“We will continue broadening our reach through diverse sales channels and distinctive brand experiences.”
yejinlim@heraldcorp.com
