Hair and beauty brand "TAMZ" is working to strengthen brand experience and expand sales through a pop-up store.
TAMZ is operating a pop-up store at Hyundai Outlet Space One from Apr. 15 to 21. This pop-up is centered on the "Hong Jin Kyung edition," including a premium anti-hair loss shampoo. Visitors can try the main products themselves.
According to the company, the number of visitors increased rapidly right after the pop-up opened, and popular products sold out one after another. The pop-up is being evaluated as a "content-type pop-up" that goes beyond a simple experience space and leads to actual purchases.
TAMZ plans to launch a new product, "solid balm," in mid-May. The solid balm combines sensuous design with portability. It uses a structure that can function as a keyring. The product was designed not only for functionality but also as a lifestyle object usable in everyday life. TAMZ expects to provide a differentiated experience from its existing lineup by strengthening design and usability at the same time.
TAMZ plans to strengthen a marketing strategy that organically connects online and offline channels going forward. It also plans to continue expanding into overseas markets. The strategy goes beyond simple product sales to focus on brand experience and content.
A TAMZ official said, "Based on the role of each channel—rapid spread through home shopping, accumulation of customer data and inducement of repeat purchases through our online mall, brand experience through offline pop-ups, and securing new markets through overseas distribution—we are deploying an expansion strategy centered on brand experience and content that goes beyond simple product sales."