Amorepacific, the Korean beauty powerhouse, is bringing a touch of Seoul to New York City with an exclusive pop-up event. On October 24th and 25th, the brand will partner with Sephora to create a K-beauty paradise at 45 West 25th Street. This multibrand pop-up will feature Laneige, Innisfree, Aestura, and Hanyul, offering a unique shopping experience for beauty enthusiasts.
The "Seoul in the City" pop-up is designed to engage and delight visitors. Guests will be invited to create personalized product wish lists, receive goodie bags filled with samples, merchandise, and delicious Korean snacks. Branded activations will immerse visitors in the vibrant culture of South Korea, providing an authentic and memorable experience. Additionally, shoppers will have the opportunity to purchase products and earn Sephora Beauty Insider points, making it a must-visit destination for beauty lovers.
Amorepacific's decision to host this pop-up is strategic. As Julien Bouzitat, senior vice president of the prestige unit at Amorepacific U.S., explains, "There is a growing demand for Korean skincare worldwide, especially in the Western market." The brand's diverse portfolio, featuring brands at various life stages and levels of awareness in the U.S., positions Amorepacific uniquely in the industry. Laneige and Innisfree, already established at Sephora since 2017 and 2019 respectively, have gained popularity with their viral products, such as Laneige's Lip Sleeping Mask.
Bouzitat highlights the brand's approach, stating, "We're using Laneige as a gateway to introduce consumers to the world of K-beauty. Once they discover Laneige, they'll be eager to explore the other amazing brands and products we have to offer."
This pop-up event is a testament to Amorepacific's commitment to expanding its reach and offering a unique, immersive experience. It's an opportunity for beauty enthusiasts to explore the diverse and captivating world of Korean skincare and discover new favorites.
