Brand aims to introduce 60-year ginseng research heritage, expand customer touchpoints

The Sulwhasoo pop-up store at Isetan Shinjuku department store in Japan [Sulwhasoo]
The Sulwhasoo pop-up store at Isetan Shinjuku department store in Japan [Sulwhasoo]

Sulwhasoo, a luxury beauty brand operated by Amorepacific, announced Friday it is entering the Japanese market.

The brand currently operates more than 600 stores across 15 countries. This year marks the 60th anniversary of its ABC Ginseng Cream — the world's first cosmetics product to incorporate ginseng — and the brand chose the occasion to launch in Japan.

Sulwhasoo held a pop-up at the Japanese beauty platform @cosme in May and hosted a brand launch event last month. It also ran a content and sampling program in collaboration with Japanese beauty magazine Biteki Grand.

From Saturday through Oct. 13, the brand will operate a pop-up store on the first floor of the main building at Isetan Shinjuku — its first official pop-up at a Japanese department store. The activation centers on two signature products, the Concentrated Ginseng Renewing Cream and the Concentrated Ginseng Renewing Serum, to highlight the brand's ginseng research heritage. Visitors can try the products, receive hand massages and access the brand's Jihambo gift-wrapping service.

Sulwhasoo is also available through major online and offline channels in Japan, including Isetan Beauty Online, Qoo10, Amazon Japan and @cosme Shopping.

"We will continue to expand our touchpoints with Japanese customers through diverse online and offline channels and differentiated brand experiences," a Sulwhasoo official said.


spa@heraldcorp.com