NEO Pharm, a beauty and healthcare company led by Kim Yang-soo, announced plans for various offline events in October to expand consumer interaction with its medical skincare brand, ZEROID.
ZEROID will operate character collaboration pop-ups and moving pop-ups in Hongdae, a core area for K-beauty favored by foreign tourists and the 10-30 age demographic. Additionally, the brand will participate in the SMTOWN RUN CLUB 26 event to increase direct product experiences and strengthen brand recognition.
From now until the end of October, a pop-up featuring the popular character 'Nureongi' created by artist Nam will be hosted at the Olive Young store in Hongdae. Last month, ZEROID launched three limited edition products—'Intensive Cream,' 'Intensive Lotion,' and 'Foaming Cleanser'—featuring the Nureongi character. This pop-up will display these products under the theme of 'Dermatological Excellence Awards' and will include various purchasing benefits and experiential events.
Customers can receive promotional items such as a 25ml Soothing Cream for purchases over 30,000 KRW, a five-pack of Intensive Cream masks for purchases over 70,000 KRW, and a ZEROID X Nureongi blanket for purchases over 100,000 KRW. Additionally, those who add ZEROID's KakaoTalk channel can enter a 'Trophy Lottery' event with a 100% win rate, while customers who complete the 'Like' for the ZEROID brand section at Olive Young and verify their visit on social media will receive a photo booth voucher with Nureongi.
On October 3, ZEROID will have a brand booth at the SMTOWN RUN CLUB 26 event, held at Wangsan Marina in Incheon. This event combines music and running, allowing participants to run alongside artists. At the booth, a prize event inspired by the '2.5 times skin barrier improvement effect' of the Intensive Cream will provide opportunities to win a full-size 80ml Intensive Cream or a trial kit. A race-themed photo zone will also be set up for participants finishing first.
From October 9 to 11, ZEROID will conduct a moving pop-up at the Olive Young store located in front of Hongdae Airport Railroad Station to showcase its flagship product, the Intensive Cream, and hold events for visitors. Attendees who add ZEROID’s KakaoTalk channel will randomly receive either one Intensive Cream mask or a Soothing Serum mask.
Since its launch in 2002, ZEROID has established expertise primarily through channels in medical institutions. Its key products utilize NEO Pharm's proprietary skin barrier technology, MLE®, which mimics the lipid structure of healthy skin, and Defensamide™, which aids in skin protection. In 2024, ZEROID will expand its sales channels beyond medical institutions by entering Olive Young, thereby allowing consumers to encounter its products in their daily lives.
According to a NEO Pharm representative, “ZEROID is actively seeking opportunities to engage directly with consumers, building on the product credibility established through medical channels. Our plan is to raise awareness of ZEROID’s efficacy through various offline events and distribution channels, including Olive Young, to promote brand growth.”
