VIDIVICI Opens ‘LIGHT IN BLACK’ Pop-Up Store in Cheongdam-dong

VIDIVICI, a professional beauty brand under Shinsegae International, has inaugurated a pop-up store titled ‘LIGHT IN BLACK’ in Cheongdam-dong, Seoul, running from November 4 to 27. This initiative showcases the brand's flagship base makeup line, ‘BLACK PERFECTION,’ allowing customers to experience and purchase its complete range of bestsellers and new products directly.

The pop-up encapsulates VIDIVICI’s makeup philosophy of enhancing the skin’s inherent glow. Visitors can explore a variety of formulations, including cushions, foundations, and powder foundations, highlighting the brand's expertise in achieving a delicate skin finish that adheres seamlessly.

Black, symbolizing clarity of light and the essence of VIDIVICI's base makeup, forms the foundation of the store's design, utilizing contrasts of lighting and materials to accentuate the products. The layout has been crafted to emphasize product forms and colors, with a refined ambiance that visually embodies the brand's pursuit of exquisite skin representation and aesthetics.

Notably, the store will debut ten global shades of its black cushion, including never-before-seen colors in Korea. Customers can compare and test various shades on-site, facilitating the selection of colors that best match their skin tones, along with exclusive limited purchase opportunities.

In response to growing consumer demand for diverse skin representations, VIDIVICI is expanding its BLACK PERFECTION line. The 'BLACK CUSHION' integrates 77% skincare ingredients with a serum base and a semi-matte finish for lightweight coverage that enhances skin texture. The 'BLACK FOUNDATION' offers a silk-like finish, lasting up to 72 hours without darkening, while the newly released 'BLACK POWDER FOUNDATION' combines the coverage of foundation with the airy finish of powder.

For visitors, the pop-up features a personalized beauty program and customer appreciation events. Professional makeup artists provide one-on-one touch-up services, along with product and makeup recommendations based on skin tone diagnostics.

All attendees receive gifts and can participate in a lucky vending machine event with guaranteed prizes upon completing in-store missions. Additionally, customers making purchases can enjoy exclusive discounts of up to 33% only at the pop-up.

Kazha, the brand ambassador for VIDIVICI, is scheduled to visit the pop-up store on the opening day to explore the space and experience the BLACK PERFECTION line firsthand.

A VIDIVICI representative noted the brand's heritage as Korea’s first makeup artist brand, emphasizing their commitment to showcasing their expertise and unique products to both domestic and international consumers. They plan to strengthen their reputation as a trusted K-beauty brand with high-quality offerings.