Shinsegae International said on the 18th that its vegan cosmetics brand AMUSE will open its first popup store (temporary store) in Europe at Galeries Lafayette Champs-Élysées in France through the 13th of next month.
AMUSE secured a large exclusive space in the central area of the Galeries Lafayette department store, known for its high bar to entry. The popup store is themed "PEACH glow, SEOUL" and is designed as a space that combines Seoul's trendy and healthy peach-hued energy with Parisian sensibilities.
It will showcase a lineup centered on Gel Fit Gloss, this year's flagship new product for the first half, along with various lip, cheek, and base items. Local customers can experience the brand with all five senses across zones including a product testing zone, a color chart zone that provides a one-glance view of the color spectrum, a selfie zone, a wellness zone, and an event zone.
AMUSE will use this popup as a starting point to accelerate its European market expansion this year. After the popup, it plans to solidify its local distribution network by successively opening regular stores at Galeries Lafayette Haussmann flagship and Champs-Élysées, and, on that basis, expand entry into key retail channels in each European country.
A Shinsegae International official said, "As we have designated Europe as our top strategic market this year, we plan to dramatically raise brand awareness through locally tailored operations and large-scale investments," adding, "We will leap forward as a global major brand leading worldwide K-beauty trends."