The luxury brand Sulwhasoo of Amorepacific(090430) is set to make a full-fledged push into the Japanese market. Sulwhasoo said on the 11th it will run a pop-up store on the first floor of the main building at Isetan Shinjuku in Tokyo until the 13th of next month. This is the first time Sulwhasoo has officially opened a pop-up in a Japanese department store.
The pop-up is centered on its flagship products, Concentrated Ginseng Renewing Cream (Jaumsaeng Cream) and First Care Activating Serum (Yoonjo Essence). Visitors can try the products and receive hand massages and jihambo (wrapping) services.
Sulwhasoo has been building local awareness ahead of its full-scale entry. On May, it held a pop-up on Japan's largest beauty platform "@cosme," and in August it hosted a brand launch event inviting local beauty media, distribution officials, and influencers. It is also selling products through online channels such as Isetan Beauty Online, Qoo10, Amazon Japan, and @cosme shopping.
This year marks 60 years since Sulwhasoo's roots, "ABC Ginseng Cream," debuted as the world's first ginseng cosmetic. Sulwhasoo currently operates about 600 stores in 15 countries. A Sulwhasoo official said, "We will introduce to Japanese customers our 60 years of ginseng research and our philosophy of Korean beauty," adding, "We will broaden our touchpoints with Japanese customers through online and offline channels."