AGE20’S Expands Brand Identity with 'Skin First Makeup' Initiative

AGE20’S, a skin-first makeup brand, is officially pivoting towards a new brand philosophy, 'Skin First Makeup', as part of its rebranding strategy. This initiative is marked by the launch of a pop-up experience called 'THE AGE20’S HOUSE'.

AGE20’S is emphasizing its key message, 'AGE20’S – Real Beauty, Real Results', positioning itself as a makeup brand that prioritizes skin health and appearance. The 'Skin First Makeup' concept encapsulates the brand's dedication not just to makeup quality but also to the skin-first approach that informs its product philosophy.

To make this philosophy more tangible for consumers, AGE20’S is showcasing its first brand house, 'THE AGE20’S HOUSE'. This pop-up will be operational from October 1 to October 11 at 'LECT Seongsu' located at 65 Yeonmujang-gil, Seongdong-gu, Seoul. This venue aims to serve as the primary touchpoint for consumers to experience the brand's new universe.

The pop-up will feature significant products such as the globally acclaimed 'Signature Essence Pact' and the newly launched 'Skin First Hidden Prep Foundation Pact', along with a range of other makeup items including lip products and blushes.

This initiative aligns with AGE20’S recent brand transformations. In August, the brand appointed Rae as a global ambassador to strengthen its connections with consumers beyond domestic markets. Additionally, in September, AGE20’S launched the 'Skin First Hidden Prep Foundation Pact', which uniquely combines prep and foundation within one product, showing its commitment to integrating its new brand direction into both product development and communication strategies.

Various interactive experiences will be available for visitors, including AI personal color diagnosis, a photo zone, and stamp events where guests can engage in fun tasks such as finding their ideal base and lip colors while earning rewards. Customers purchasing lip products will receive a DIY keyring experience, while those who make a minimum purchase will be offered instant photo opportunities, enhancing the brand experience.

The AGE20’S brand representative highlighted, “This pop-up is significant not merely for introducing new products but for showcasing the revitalized philosophy and identity of AGE20’S that we are presenting to consumers for the first time. We plan to continue developing various activities centered on 'Skin First Makeup' that consumers can experience and resonate with, thus solidifying AGE20’S distinct brand identity.”