Shinsegae International's beauty brand "VDIVOV" opened its first official pop-up store in Japan to target the local market.
VDIVOV said it will operate a pop-up store in Harajuku, Tokyo, for 11 days from the 2nd to the 13th. It is the first offline event in Japan since the rebrand.
VDIVOV recently reorganized its portfolio around Olive Young, online channels, and global markets with a rebrand led by Skin Core Beauty.
Since the rebrand, growth has stood out in Korea and Japan. In Korea, the number of Olive Young stores carrying the base makeup zone has expanded to more than 500. As of the first quarter this year, Olive Young sales rose more than 600% from a year earlier.
In Japan, word of mouth for cushions and BB creams drove first-quarter sales to grow more than 60 times year over year. The core product Black Perfection Cover Fit Cushion (Black Cushion) also ranked No. 1 in the cushion category on the Japanese e-commerce platform Qoo10.
Starting with this pop-up store, VDIVOV plans to raise brand awareness in Japan and actively increase local customer touchpoints. The company aims to make this year a turning point for global business expansion, strengthening distribution and marketing in key overseas markets, including Japan.